With the restaurant branding for Babuji, Crate47 created something that was modern but still reflected the owners’ heritage. This is a new enterprise for a family of chefs with the desire to bring the varied tastes of South Asian street food to a London clientele in a restaurant setting.
The logo design is a fusion of West meets Bollywood, with the typography drawing from old Indian film posters, while the colours come from fabrics used for traditional saris. We’ve distilled these elements into a striking logo design that is idiosyncratic yet clean and instantly recognizable. The sub-branding uses a complementary font together with a pared-back repeat pattern based on traditional shapes but formed purely of line work to keep it both subtle and contemporary.