Sardar Ji Bakhsh

troyee
barua

Brand Refresh, Packaging, Menu Design

AGENCY – THE OPEN ART PROJECT, New Delhi

A brand built on humour and controversy comes into itself in a mature and well-defined identity.

With a strong grotesk typeface, and a colour palette of near-black, white and neutrals, the identity was designed to evoke the bold sardar identity, while communicating SJB as a serious coffee competitor.

The Brief

We have everyone’s attention, now we need a personality. The brand was at a crossroads – how do we push the cultural identity without going the costume route? And how can we communicate that we are serious about our coffee, without being intimidating?

Creating a semi-mascot for the logo immediately addressed both issues, and all the pieces of the brand tied back to this idea. Bold, loud and strictly minimal, but fun copy. Monochromatic, but a splash of yellow. This tone of voice was maintained throughout the social media design and strategy, and extended to packaging.

troyee
barua

Sardar Ji Bakhsh

The Brief

We have everyone’s attention, now we need a personality. The brand was at a crossroads – how do we push the cultural identity without going the costume route? And how can we communicate that we are serious about our coffee, without being intimidating?

The Solution

View more projects

troyee barua

Sardar Ji Bakhsh

The Brief

We have everyone’s attention, now we need a personality. The brand was at a crossroads – how do we push the cultural identity without going the costume route? And how can we communicate that we are serious about our coffee, without being intimidating?

The Solution

View more projects

troyee
barua