Being Hip and Authentic

NH1 Design takes us through its approach behind freshly branding a local Indian street food outlet while ensuring that it retains an identity credible of being authentic, fun, young and affordable.

Brief

The Ahmadabad market had been selling anything but authentic Vada Pav (typically, a local Mumbai delicacy); brands were serving it with cheese, Spinach and cholle (a form of peas). The essential idea for Majja, a quick-service restaurant selling Indian street food as a branded and hygienic experience, was thus to reinforce the delicacy’s authenticity.

Targeting the youth and office-goers, who prefer a quick snack at an affordable price, the challenge was to create a brand synonymous with authentic taste, fun, young and affordability