PATAKA

Restaurateur Harry Singh, owner and operator of the acclaimed House of Naan in New Haven, Connecticut, 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 the culturally resonant word "Pataka," drawn from Hindi, which signifies "firework." To further communicate the vivid experience that New Haven patrons would learn to expect, we paired “Pataka” with the tagline, "Rooted in Spice," a strategic choice that lends itself to the concept’s vibrant and entirely veggie-forward menu.

Every element of Pataka’s visual identity was designed to reflect our strategic insights, from the brand’s custom typeface to its repetitive hand-drawn patterns. As always, what really brought it all together was a session or two of professional photography—an element that couldn’t be overstated during a time in which opportunities to experience the brand in person were so limited. I took the lead in shaping the creative vision for Pataka's photoshoots, including conceptualization, mood board creation, photographer selection, photo styling, and overall creative direction. 

The approach helped create a really 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, which distinguishes 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