Michelin starred chef Rohit Ghai and business partner Abhishake Sangwan (both of Jamavar and Bombay Bustle fame) approached 48.1 to craft the brand for their very first solo project Kutir – meaning ‘small cottage’ in Sanskrit.
Historically a base for hunters in Rajistan, Delhi and Central India, these huts were adorned with the region’s wildlife. Hosts would challenge the chefs to produce the most innovative dishes possible. So, we needed to create a brand rooted in history and one which celebrated the wildlife and scenery so deeply connected to both the brand’s and founders’ story.
Delving into the Indian type foundry, we crafted English and Hindi word marks, using two fonts that sat perfectly alongside one another. A colour palette was developed out of the earthy tones typical of the Indian forestry.
And the discovery of ‘Cassel’s Illustrated History of India’ inspired not only the logo but the menus, website and motion assets we both designed and built – in turn helping to transport people to a place and time befitting of the founder's original inspiration.
Finally, working alongside photographer Stuart Milne we ensured we captured the colour, finesse and precision of Rohit Ghai's cuisine.