Inday

Inday

Inday is a fast-casual chain of restaurants serving bright and beautiful dishes inspired by authentic Indian flavors, made for the modern New Yorker. From classics like chicken tikka masala with a side of naan to their own take on an NYC diner burger, Inday feels like your neighborhood spot where good karma is served daily.

The brand identity is inspired by the humble roots of an Indian café, mixed with the DIY spirit of New York City. Our goal was to create something scalable and recognizable amongst a sea of fast-casual bowl spots, but still approachable enough to be mistaken for your local neighborhood haunt. Something eclectic and collected, developed over time with whatever was on hand, not built in a conference room during a brand sprint. We can still hear the Inday team saying, "We don't want it to look like you designed it."

Inday Express

As Inday grew, we also helped launch Inday Express. These spots have smaller footprints in busier pockets of Manhattan. They’re built for speed with little to no seating, offering the same great food and service, faster. We took the same brand DNA and pushed it into a bolder offshoot. The graphic language of Inday Express is inspired by India's rally car scene from the 70s and 80s: bright, high-contrast, with a low-fidelity, garage-built energy. Of course it’s still New York or nowhere at heart, with paintings of the Knicks and vintage NYC photos on the walls.

WHAT WE DID

Logo, Brand Guidelines, Concepting, Copywriting, Web Direction, Photo Direction, Interior Design, Bespoke Art, Mural Design + Installation, Lettering, Art Curation, Signage, Collateral, Illustration, Campaign

CREDITS

Brand Design: Brendan Prince, Bailey Sullivan
Artwork: Brendan Prince, Simi Mahtani
Photography: Nino Schinco
Interiors: Hopewell Design Studio, Garrett Singer Architecture

CLIENT

Inday

CATEGORIES