TEAM

Agency: LOCAL

2018

Lightbox

Corporate identity design

MULK: Food from the Frontier

2018

MULK

Naming

Brand Strategy

Brand and Design

ACKNOWLEDGEMENT

Museum of Material Memory

THE BRIEF

 

Creating an identity for a restaurant which served food originating from pre-partitioned Punjab in the North West Frontier of India.

 

THE SOLUTION

After many close contenders, LOCAL decided to name the restaurant 'Mulk' which is an emotional word for homeland in Urdu and Hindi. We then researched the visual history of the region, from the political influences of the British Raj to the crockery, poetry and literature of that region. All of this amalgamated to form a brand that was homage to the people and cultures of the times.

Born from the staple elements that comprise the food from the frontier, the Mulk logo has been formed as a modular collage.

Collage of photographs, letters, post-stamps, documents and telegrams from during the partition.

(In collaboration with the collection of Aanchal Malhotra's 'Museum of Material Memory')

THE LOGO

THE COLLAGES

‘Iconic Indian Restaurant of Mumbai’ 

— Mid-Day Travel and Hospitality Awards 2019

THE ROLLOUT

© 2017 Roshnee Desai

Mumbai | London | Los Angeles