Gujarati restaurant · Ready-made brand
Thodu Mithu
A little sweet. A pinch of salt. Very Gujarati.
- What is inside
- A logo in Gujarati and Latin, voice, colour, type, three prints, a researched menu and drinks list, coasters, cards, packaging, the shopfront and social.
- Where it stands
- Ready-made. A complete identity, waiting for its owner.
The idea
In Gujarati, mithu is the everyday word for salt. It is also a word for sweet. One word, two tastes.
A pinch makes dinner, and a pinch makes Bandhani, the tie-dye of Kutch and Saurashtra, tied one dot at a time. That dot became the mark. The prints are drawn after Bandhani, Patola and Kutch mirror work, each credited, with a page of rules for borrowing them with respect.
Play with it
A pinch at a time.
Drag across the cloth to tie it. Then dip it in a colour. Whatever you tied keeps the colour it had.
Drag here to tie your first dot.
No pinches yet.
After Bandhani, the tie-dye of Kutch and Saurashtra, where each dot is pinched and tied by hand before the cloth is dyed. This is a sketch of the idea, not the craft.
The brand book
16 pages
The menu and the Gujarati text are written from research and are checked by a native speaker and a cook before anything is printed.