Not Your Mum's Indian
Strategy & Positioning
Whether your current understanding of Indian food comes from Mrs. Patel or Mrs. Peters, Royal-G's food offering is completely unlike 'what mum used to make'. Both acknowledging the history of Indian cuisine, and defiantly kicking out at the boundaries of its traditions, Royal-G serves up a fusion of bold flavours and street food style.
We created a bold colour palette, liberally dropping splashes of colour amongst the rough-finished concrete and terracotta textures of the open kitchen. Carefully considering aspects from the paste-up menu through to packaging and plates, the outcome is a rough-and-ready street food concept. The finishing touch of a custom lightbox (sourced from reclaimed materials) serves as a reminder of the restaurant's core message: 'this is NOT your mum's Indian'.