PATAKA

Restaurateur Harry Singh, owner and operator of New Haven’s acclaimed House of Naan, had lofty aspirations for the brand’s first sister restaurant: a fully vegetarian fast-casual Indian spot—launched in the middle of a global pandemic. As a strategist working on this project, I helped develop both a visual and verbal brand identity that encapsulated the bold flavors of Indian cuisine, all while ensuring differentiation in a fiercely competitive local dining scene.

Through meticulous market and visual brand research, I worked alongside the Box 8 Creative team to uncover key insights that would set this concept apart (specifically from its direct competitor, Sherkaan, located within the same quarter-mile radius). After rigorous exploration during the project’s naming phase, we arrived at "Pataka," drawn from Hindi, signifying "firework." The name encapsulated the explosive flavors and vivid experiences that awaited New Haven patrons, and was backed by research into cultural resonance. To further communicate the brand's essence, we paired “Pataka” with the tagline, "Rooted in Spice," a strategic choice that lends itself to the concept’s vibrant and veggie-forward menu.

Every element of Pataka’s visual identity was designed to reflect our strategic insights, from a custom typeface to hand-drawn patterns. The importance of incorporating top-notch photography couldn't be overstated, especially during a time in which in-person dining experiences were limited due to safety measures. I took the lead in shaping the creative vision for Pataka's photoshoots, encompassing conceptualization, mood board creation, photographer selection, photo styling, and overall creative direction. 

The approach helped create a robust visual presence online, in print, and beyond to ensure the brand shone brightly during those challenging times. Pataka is now synonymous with a bold color palette and dynamic tasting profile, distinguishing it from just about everything else on the market.

Roles:
-Research
-Naming
-Positioning
-Messaging
-Photo Styling
-Creative Direction

Agency: Box 8 Creative
Photographer: Dominic Perri
Awards: Gold for the best “Integrated Branding Program” at The CADC’s 45th Awards Show