Amin's Kitchen Rebrand
Branding
The Problem
Amin’s Kitchen, an Indian restaurant located in Surfer's Paradise, Gold Coast, needed a refreshed identity to match its new interior and expanding customer base. While the food was authentic and home-style, the old branding didn’t reflect the warmth or cultural richness of the dining experience. The rebrand aimed to express this authenticity while aligning with the updated space.
The Design
The identity balances cultural authenticity with a modern, welcoming tone. Simplified temple domes and a spice-inspired palette nod to Indian tradition without relying on clichés. A custom wordmark and textile-inspired pattern system create cohesion across signage, menus, and packaging, positioning Amin’s Kitchen as a confident, community-focused space.
Process
The project involved cultural research, competitive analysis, and typographic exploration. South Asian motifs informed a respectful design approach, refined through client feedback and user testing within my Indian community. Staying true to my North Indian heritage ensured the design reflected both my background and the client’s vision.
