When Ankit Harpaldas pitched his vision for a new culinary concept, he described what he believed to be a serious void of fun, modern Indian restaurants in the industry. With few daring to stray from the traditional menu items and interior decor, he argued that Indian food often struggled to resonate with unfamiliar audiences.

So, in an effort to reintroduce the cuisine to the local community in an approachable way, I worked in collaboration with the Box 8 Creative team to develop a brand strategy and visual identity for Sherkaan: an American-style Indian restaurant serving Central and South Indian street snacks.

From a brand positioning and messaging perspective, everything about the development of Sherkaan was intended to replace consumers' feelings of intimidation around Indian food with a strong sense of inclusivity. Its namesake, first and foremost, would play an undeniable role in setting the tone. The name needed to be compelling, yes, but also universally understood, easily pronounceable, and just a little bit nostalgic for that lasting impact.

With this set of prerequisites in mind following the project’s discovery and positioning phase, I turned to Rudyard Kipling’s The Jungle Book for inspiration. The powerful and authoritative force known as Shere Khan, the Bengal tiger, instantly struck the team and I as an identity that would lend itself well to a compelling brand experience.

When it came to executing some of the brand messaging, the incorporation of a playful Hindi vocab section into the menu design itself, for example, further aligned with the restaurant’s sense of humor—not to mention its education-forward ethos. This approach extended to centering campaigns around culturally significant holidays and embracing the multitude of elements that define India's diversity.

The result is a brand that offers an authentic experience, firmly rooted in the heart of India, yet thoughtfully tailored to connect with the youthful demographic of New Haven, CT.

Roles:
-Research
-Naming
-Positioning
-Messaging
-Campaigns

Agency: Box 8 Creative
Photographer: Winter Caplanson