People in London and all over the UK are more than familiar with Indian food, but few London restaurants offer the more traditional and unusual fare that is authentic Indian eating. However, a new Indian restaurant is changing that, offering a different type of Indian cuisine and a highly unusual brand that will likely have high appeal among the adventurous London foodie crowd.

The new restaurant, Dishoom, will be launched at soon-to-open St Martin’s Courtyard in Covent Garden, a shopping center that will be home to upscale restaurants run by big names such as Jamie Oliver. The restaurant will seat 150 diners over a two story span. Close to underground stations, theatres, and other attractions, this restaurant certainly has one of the best locations a newcomer could ask for.

Like all successful businesses, Dishoom employed professionals to design their restaurant and its brand. Although the founder was interested in opening a restaurant similar to London hot spot Wagamama, the branding consultants felt that this was not consistent with the rest of the concept. The result was a restaurant designed to mimic the interiors of Bombay cafes from the thirties. Rather than the Indian stereotype, these cafes offered a clean, monochrome ambience that kept the warmth and friendliness associated with the city itself. This unusual decorating scheme will surely provide a solid foundation for the other visual aspects of the brand. Indeed, it has already had an impact on smaller brand aspects such as employee uniforms and tableware.

The restaurant will be a café specializing in Indian grilled food. The new spin on Indian culture and cuisine is a theme that carries throughout every aspect of the company. Even the name is an unusual choice, a Bollywood term for the sound of a punch. While the restaurant brand is as serious as can be, there are definitely intriguing hints at fun and humour.

A restaurant with a unique brand needs a food & drink logo to match. Dishoom does not fail to disappoint in this area. The mix of familiar and exotic reigns here are well, with the restaurant name written in clean black and white in solid block letters. More exotic writing below ties into the nation that this food hails from, this time in a soft gold. The use of a rectangle gives a sense of tradition and makes this new type of Indian restaurant feel more trustworthy. This logo is sleek and clean with a distinctly Indian flair, a perfect representative of the restaurant that it will embody.

Indian food is one of the most popular exotic cuisines in the UK, so this restaurant offers a daring challenge to the status quo. While it is difficult to see this upscale choice replacing curry in the hearts of London consumers, it is easy to predict success if this restaurant lives up to its brand promise. If you want a food & drink logo and brand that will get people talking, contact a logo design and branding consultant today.