Communication Design
Branding & Identity

Eccentric Desi Identity for a Street Food Restaurant
Brand: Thelagram
Client: Maratt Hospitality Pvt Ltd
Entrant: Red Bangle

The First List

Entry Title:	Eccentric Desi Identity for a Street Food Restaurant
Brand:	Thelagram
Client:	Maratt Hospitality Pvt Ltd
Entrant Company:	Red Bangle
Yes:	Placemats and Menus.
Description:	Thelagram is a casual dining restaurant that celebrates Indian street culture, fostering a sense of community for pan-India audiences in Bengaluru, to enjoy street food, fusion drinks and board games. They wanted a nostalgic identity, that celebrates the flavours and eccentricities of street culture, but in a new avatar. (Averse to genre cliches) We decided we’d curate—Iconic street signs, slogans, slang, graffiti, tickets, matchboxes, etc. And customize these by altering, repurposing or restyling into original Thelagram-HYBRIDS, with their street-DNA intact. (We preserved some typographic signs with minor tweaks, as street gems). Ad-hoc font pairings, rogue humour, unrefined motifs, mix&match oddities—all dictated an inherently grunge and gritty design approach. Crowd banter—the love for “khaana-peena” and “gupshup” gave us our vernacular-accented brand voice. Local bus tickets inspired an unusual typographic “ticket-grid” to help stack, frame and organise—bringing a sense of editorial order to the madness of diverse styles that coexist as part of street kitsch. For audio: we recorded bazaar sounds and paired that with 3 tracks: beatboxing, bhangra and pop. The result? A desi identity that harks back to Indian street culture with remixed swag and spunk—that the audiences lap up, and deeply connect with.
Individual Credits:	Mandira Naidoo - Brand Vision + Creative Direction
Individual Credits:	Rashmi K M - Visual Identity design + Logo
Individual Credits:	Amarnath Nair - Illustrated Hybrid motifs
Individual Credits:	Rachana Radhakrishnan - Brand voice
Individual Credits:	Gaurav Gautam - Design + Production Support + Photography
Individual Credits:	Ashish Solanke - Motion Director + Edit + Animation
Individual Credits:	Akshay Anilkumar - Edit + Music support
Individual Credits:	Tejasvi Mani - Edit Support
Individual Credits:	Aanvi Goel - Bazaar Sound Recordings
Individual Credits:	Ramaskanda S - Production Support + Photography
Individual Credits:	Akash - Design Ideation