Sathi
Restaurant Rebrand
Sathi’s rebrand merges Indian cultural heritage with a bold, modern geometric style. The concept developed through research into the restaurant’s origins, where I learned it was founded by a couple who wanted to bring the flavors of an Indian household to New York. The name itself is deeply meaningful—Sathi means “partner” in Hindi—making the story of unity and collaboration central to the brand identity.
The King and Queen mascots, subtly inspired by playing cards, symbolize the founders and represent balance, companionship, and shared vision. The color palette draws from the richness of Indian spices through warm, saturated tones, contrasted with cool blues for harmony and depth. A custom typeface inspired by Indian truck art adds character and vibrancy, while rhythmic patterns influenced by traditional textiles and architectural motifs create movement and texture. Together, these elements form an immersive visual system that feels rooted in tradition yet confidently contemporary.
and partnership