Motu Maharaj is an Indian street fast food brand rooted in everyday local flavors. When I first visited the stall, the food was memorable—but the brand had no visual identity. No logo. No consistency. Nothing that customers could recall beyond taste. This case study documents how I designed a complete, scalable brand identity starting from zero.

Despite strong footfall and loyal customers, the brand lacked:

A recognizable logo

Visual consistency across stall, packaging, and digital presence

A brand system that felt authentic to Indian street food culture

The absence of identity limited recall, trust, and future scalability.

I designed an identity that felt local, friendly, and instantly familiar, inspired by Indian street culture and the idea of a lovable, larger-than-life “Maharaj.”

Bold, hand-drawn typography to reflect street food energy

A mascot-inspired logo mark that feels playful yet authoritative

A warm color palette rooted in appetite, tradition, and trust

Red (#C4161C): Energy, hunger, visibility

Cream (#FFF1DC): Warmth, approachability

Gold (#C9A24D): Heritage and value

Supporting tones for depth and contrast

I created a flexible brand system that works seamlessly across:

Stall signage

Beverage cups and bottles

Paper bags, food boxes, tissues, and ashtrays

Packaging and takeaway essentials

Instagram profile and digital touchpoints

The logo was designed to stay unchanged across all applications, ensuring consistency and instant recognition.

The stall now feels like a brand, not just a food stop

Strong visual recall in crowded street environments

A system ready to scale—from one stall to many locations

A brand that customers remember even after the meal

Motu Maharaj now looks exactly how it tastes—bold, satisfying, and unmistakably Indian.