KOSHĀ

KOSHĀ is a café and experience studio in Vasant Kunj, New Delhi, conceived as a space to Meet • Eat • Discover.

The brief began with a visual identity for a new café, but quickly grew into something larger. KOSHĀ was not intended to feel like a conventional neighbourhood café. Food, interiors, events and community experiences were all meant to exist within the same world.

Our role was to create that world.

From the logo and elemental colour system to the café interiors, hand-painted menu graphics and digital experience, we developed a visual language that could move naturally between food, space and communication.

It had to feel warm, accessible and appetising as a café, while still carrying the depth and curiosity of an experience-led brand.

The visual identity also needed to work across very different applications:

Rather than treating each of these independently, we looked for one central idea that could hold the entire brand together.

The KOSHĀ mark draws inspiration from something immediately connected to food: a platter and its bowls.

Circular forms of different proportions move inward in a spiral-like composition, inspired by the balance found in natural growth patterns and Fibonacci sequences.

The mark was integrated into the O of KOSHĀ, allowing the philosophy to become part of the word itself rather than existing as a separate decorative symbol.

Each part of the identity carries one of the elemental colours, creating a logo that feels warm, sensory and slightly imperfect rather than clinical.

Terracotta, turmeric, sage, blue and deep teal work together across the identity.

The palette was intentionally inspired by colours that already belong around food: ceramics, spices, herbs, water, clay and natural materials.

The result is colourful without feeling loud.

Rather than assigning colour only as decoration, the palette became a system that could move across signage, menus, interiors, graphic communication and digital experiences.

Food is sensory, so we deliberately avoided making the brand feel overly digital or mechanically perfect.

Watercolour became an important expressive layer of the identity.

Coffee, cookies, burgers, sandwiches, pasta, pastries, juices, ingredients and ceramic objects were illustrated by hand in the KOSHĀ palette.

The illustrations appear mainly around edges and corners, leaving generous negative space around content.

The approach allows KOSHĀ to feel handcrafted and playful without overwhelming the food or information.

The identity was extended into the physical space rather than being restricted to signage.

Existing architectural elements were studied and developed through the KOSHĀ palette.

Warm handmade tiles, sage surfaces, elemental colours, textured panels, natural finishes and softer visual interventions became part of the spatial direction.

The objective was not to turn the café into a heavily branded environment.

Instead, the brand was allowed to appear through material, colour, texture and small visual moments.

We used a warm ivory, handmade-paper base with food illustrations entering subtly from the edges.

Illustrations remain deliberately cropped and proportionally small so that the food information remains the priority.

This balance between artwork and negative space gives the menus a distinct personality while keeping them functional for everyday café use.

One of the most important aspects of the brand was communicating that KOSHĀ is not simply a place to eat. It is positioned as a Café & Experience Studio.

The phrase MEET • EAT • DISCOVER became the clearest articulation of that idea.

It leaves room for KOSHĀ to host conversations, workshops, tastings, screenings, collaborations, intimate gatherings and other experiences alongside its everyday café offering. The identity therefore needed to remain flexible enough to grow with the programming of the space.

Together, these touchpoints allow KOSHĀ to remain recognisable even when the logo itself is not present.

KOSHĀ evolved from a café identity into a complete visual experience.

The system connects: appetite, warmth, material, colour and human interaction.

It can move from a ceramic bowl to a wall, from a menu illustration to a website screen, while still feeling like the same brand.

For us, that became the essence of the project.