With a desire to bring something new to the Indian dining market, Harry Singh––who simultaneously operates the acclaimed House of Naan right up the street–– approached Box 8 with a vision for a brand bold in flavor, vibrant in color, and accessible in nature. Our team began by finalizing a name for the restaurant (Pataka, the Hindi word for “firework”) and its tagline, “Rooted in Spice.” With this sentiment in mind, we built a playfully bold visual identity featuring a custom typeface, hand-drawn patterns, vivid photography, and a cohesive signage system that delivers an Indian dining experience unlike any other.