Creating a fast-casual spin on Indian cuisine
Develop branding for a fast-casual concept serving flavorful and healthy food that just happens to be Indian.
- Brand strategy & identity
- Creative services
RASA breaks free from traditional perceptions of Indian food in American culture with a brand that highlights their innovative, playful, and flavorful approach to Indian cuisine. Vibrant colors showcase the custom typeface that we created for their logo. Shifting the competitive focus away from strictly Indian concepts toward a broader range of establishments, the brand does not singularly rely on its ethnic roots.
The brand strategy draws from Indian culture to communicate how RASA’s menu is adventurous, refreshing, and satisfying. Based on RASA’s foundational belief that new food opens up new ways of seeing the world and enriches experiences, the brand promises that customers will be able to “Savor the moment.”
Since debuting in Washington, DC, in 2017, RASA has earned critical acclaim and has been featured in top food columns such as the Washington Post.