Kutchwans is a startup that wanted to bring its food items to the E-Commerce channel and present the authentic taste of Kutch to the whole of the world through an online presence.

Their menu contained many niched items but their core food item was “Pakwans” for which they were mastered in their creation.

To activate their online channel, they required a unique brand identity and social media presence to reach the maximum amount of users.

Kutchwans provided one-of-a-kind food items from Kutch. Thus the brand needed to resonate with the feel of local culture in its design approach similar to its name. The colors need to reflect the emotions of Kutch and the shape and design approach needs to resonate with their specialized food items.

Below are some of the references to their product photos:

Based on this information, the different parameters of logo and brand guidelines are created as follows:

The shape of the logo resonates with the shape of the “Pakwans”. The concentric circles with non-linear patterns fit and resonate with the brand beautifully.

The colors of the logo signify:

Pakwan Color

Sand Color (as Kutch is also a district with dessert)

Mixtures of both the above colors as secondary colors

White is also included in their brand colors as it is also known for its White Dessert.

The logo and social media images were created to resonate with the look and feel of the local culture and food items they mastered which created a unique brand identity.