Matram
Sector: Fine-Dining Restaurant
Services: Brand Identity, Menu Design, Brand Narration, Packaging Design
Year: 2025
Challenge
Dwarka lacked a premium Indian Restaurant, the place had the opportunity to have one of a kind Indian restaurant that had food from all of the India. We had to create a place that is not just around Dal Makhani and Shahi paneer. But the craft of the Celebrity Chef, Suresh Fartyal being translated into something beyond imagination.
The restaurant’s focus is on reviving forgotten Indian recipes using heirloom ingredients and presenting them with modern techniques.
Solution
We crafted a refined brand identity inspired by Indian culinary heritage and modern minimalism. The visual system combined elegant typography, a warm earthy palette, and subtle cultural cues to reflect the restaurant’s philosophy of elevating Indian cuisine.
Every touchpoint, from the logo and menus to brand collaterals, was designed to communicate a sophisticated yet rooted dining experience, positioning Matram as a distinctive fine dining destination in Dwarka.
INSPIRATION
Our Inspiration for the Logomark came from the small concept that once kept whole of India united and cohesive, the Postage stamp.
We picked the Devanagari script as the logo mark. The simplicity of the swoosh made it easy for us to add in the logo.
Matram was a celebration of the Indian Diversity. We picked Indian colors and toned them down in a way that they speak in a very subtle way.
And Hence, Matram was Born
The 1-D on the top of the Logo defines the First chapter of the Matram Franchise-
The Delhi Chapter.
As we aim to grow, Matram is structured to scale to other parts of India as well. Each part will explain the same story as we grow.
Defining Color and Typography
A thoughtful color palette and typography system were developed to reflect Matram’s rooted yet refined identity.
Warm, earthy tones were paired with elegant type to create a balance between heritage and modern sophistication, ensuring the brand felt premium while remaining culturally grounded.
Defining Marketing Collaterals
The marketing collaterals were designed to carry the brand’s rooted philosophy into physical touchpoints.
Elements such as stamps, textured crushed paper, and custom envelopes were introduced to evoke authenticity and craft, reinforcing the idea of a brand that respects tradition while presenting it in a refined way.
Thoughtful Menu Experience-led Crafting
Stamps became a critical element of Matram’s communication system, appearing across takeaway packaging and printed materials to create a strong visual signature.
The menu was designed as a hardbound experience, with each menu treated differently to enhance the tactile and visual storytelling of the dining journey.
Staff Uniform Design
The staff uniforms were also thoughtfully designed to align with the brand’s visual language.
The goal was to ensure that every member of the team visually represented the restaurant’s refined yet rooted personality, maintaining consistency across every customer interaction.
The Outcome
The brand quickly began attracting attention within the local dining community.
Influencers and food enthusiasts visited the restaurant, conversations around the place grew organically, and the brand eventually went on to win industry recognition and hospitality awards.
Team
Brand Strategy & Creative direction: Chirag Puri
Graphic design & Illustration: Nikita Singh, Rohit Vishwakarma
Copywriting & Content Strategy: Vibha Sharma
Photography: Brainwaves Marketing
Interiors: Aadya Aakar Studios
