Nookad Nation is a tempting tribute to India’s finger-licking street food. In these fast-paced times, the peppy brand is all about reliving the homely, unforgettable street food culture that a generation of Indians has grown up with. Inspired by the delightful buzz of Indian kattas, the restaurant packs old flavours in a new avatar, offers a place to get chaddi-buddies together and live it all up again.
To bring out the essence of the diverse Indian food culture under one roof
Create an emotional edge by refreshing nostalgia around the taste, textures and aromas of memories around people related to their own neighbourhood street “nookad”
A series of witty and quirky graphics capturing the daily moments of the local nookads, adorned a large wall. Each store had its own unique map with a pronounced tone of Indian emotion. Specific elements such as fictitious desi destinations were hand-painted to enliven a raw feel.
For the walls, a poster series was inspired by the evergreen and diverse graphics of matchboxes, presented with a twist and modern palette. The brand communication, wrapped around food + moments, food + places and food + memories and unique Indian ingredients, was fabricated as life-size wooden matchboxes placed across the store.
No restaurant is complete without the mouth-watering visuals of food. A well-known photographer was commissioned to create a long stretch of dishes for the counter façade. Words thrown in the midst elevated the taste of the recipes.
Bold and colourful signages inside the restaurant premises guided the customers to their favourite counters and to different activities. The Hinglish tone instantly resonated with visitors, helping create a long lasting bond with customers and bringing them back to reconnect to their dearest memories.
A lot of Indians choose vibrant colours to decorate the doors of their homes. These colours were an inspiration to create unique stickers in a greeting card format. It was symbolic of celebrating life itself while one is in the store.
Mithais in India have a sweet relevance – they are considered as a form of greeting for all kinds of purposes and occasions, and also a way to celebrate new beginnings. Inspired by traditional Mithai packaging used by local vendors, a modern yet ethnic mithai packaging was designed for people to cherish it. It carried the message of love, happiness and prosperity through symbolic flowers. The in-store packaging came alive through boxes, labels and stickers.