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Tunday Kababi
As a part of an academic project, I took up 'Tunday Kababi (TK)' to rebrand the legendary local food chain in my hometown, Lucknow, India. It is more than 100 years old, known worldwide for its signature soft-textured kababs (minced meat balls) that has mesmerized consumers over the years.
TK, however, lacks a cohesive branding that gives other local non-veg food chains to rip off the inconsistent identity and create fake brand across the city.
The new logo (primary on the left, responsive on the right) is a departure from the dated generic ornamental design and takes inspiration from visual cues of modern Islamic and Arabic calligraphy like the graceful 'swashes', and the 'loops'. (See research and exploration here)
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