28/02/2024
Artech Infra Engineering Pvt. Ltd. engaged ABND to strategically broaden their business footprint within the hospitality sector by establishing a network of cafes across India, commencing with the city of Raipur. The imperative was to craft a compelling brand narrative that effectively showcased their innovative flavour profiles, creative plating techniques, and a meticulously curated menu.
Following an exhaustive research phase to identify gaps and opportunities in the hospitality industry, the target demographic aged between 18-29, aptly referred to as “woke travellers” and known for allocating a significant portion of their expenditures to travel, food, and entertainment, emerged as a prime audience.
Inspired by the migratory nature of the Godwit bird, the brand name was carefully chosen to resonate with this TG. Symbolising community and exploration, the name reflects the audience’s constant movement and passion for culinary experiences.
ABND designed a minimalist, rounded yet slim representation of the Godwit bird, accompanied by a bold, uniform typeface for simplicity, readability, and memorability. This visual identity extended to the café’s design style, characterised by minimal line work and a simple yet impactful travel landscape.
The brand essence was also seamlessly translated across mediums such as billboards, radio ads, in-mall branding, and interior elements including menus, wallpapers, coasters, packaging, and uniforms.
