- Brand Identity -
Ruchi
OVERVIEW
Ruchi is a new Indian pop up restaurant in North Norfolk, it is influenced by Kerala in south western India. Ruchi is a vibrant celebration of Kerala’s rich culinary heritage, blending traditional Indian flavours with modern influences. Inspired by Kerala’s cultural diversity and vibrant festivals like Onam, the menu features fresh seafood, hearty meats, and vegetarian dishes, all crafted with aromatic spices and wholesome ingredients.
Backed by a passionate team of skilled chefs, Ruchi’s offerings are a fusion of authenticity and innovation. Every dish reflects a love for sharing food and creating memorable experiences, inviting diners to savour the essence of Kerala in every bite.
BRIEF
An evening at Ruchi should feel like being invited into a Keralian home for a family meal. The atmosphere should evoke warmth, togetherness, and a sense of cultural discovery. Each meal is a culinary journey highlighting Kerala’s rich history, its use of fresh ingredients, and the unique cooking techniques our head chef and his team bring to each dish. We need a brand that can compliment this experience and communicate it to a new audience.
EXECUTION
“Atithi Devo Bhava” is more than just a phrase in Indian culture—it’s a way of life. Translating to “The Guest is God,” this brand embodies the unmatched warmth, generosity, and limitless hospitality that is the hallmark of Kerala. At Ruchi, we embrace this sacred duty, treating every guest with the utmost care and respect, as though they were divine.
In Kerala, welcoming someone into your home—or to your table—is an act of deep reverence. The hospitality extended is boundless, where every meal is prepared with love, and every guest is treated as family. We invite you to experience this tradition, where the joy of sharing food is an expression of gratitude and connection.
The primary logo is made up of bold type with an arched Rangoli style pattern above it.
The Rangoli or Pookalam are used during Onam festival, becoming more intricate throughout until the final day where they’re said to be welcoming back King Mahabali from the underworld to Kerala.
In the same sense we are using the rangoli as a symbolic pattern to welcome our guests to Ruchi whilst displaying a beautiful symbol of Keralian tradition and heritage.
Our tagline beneath nods to our cultural beliefs and acts as our mantra for the kind of experience and treatment we want out guests to have when dining with us. wanted to create a sense of refinement and acute attention to detail by using clean lines, distinctive colours and an equally refined typeface.
