Overview
Haiking, a modern Asian restaurant concept based in Hyderabad, approached us in the early stages of their brand journey. The vision was to create a contemporary identity rooted in Asian culture—bold, elegant, and minimal. While the project didn’t move into execution, we were tasked with building the initial creative direction, moodboards, and branding exploration to help define their identity.

Concept Direction

We explored a design philosophy that blended modern simplicity with traditional Asian richness. The brand needed to feel premium but not sterile, expressive but not loud—positioning Haiking as a fresh, sophisticated culinary destination.

Moodboards & Visual Language

The moodboards captured the essence of Asian iconography interpreted through a modern lens—clean typography, subtle cultural symbols, earthy textures, deep color palettes (reds, blacks, golds), and bold graphics with restrained elegance. Inspiration was drawn from street food packaging to upscale Asian bistros, creating a versatile spectrum.

Logo & Identity Exploration

Early logo explorations focused on fusing minimal wordmarks with stylized Asian brushstroke elements or geometric adaptations of traditional symbols. We presented multiple logo pathways—some elegant and serif-based, others more monoline and minimalist—to give the client a range of stylistic expressions.

Packaging & Brand Touchpoints

We ideated sample packaging styles and visual cues—takeaway boxes with custom patterns, chopstick sleeves with brand illustrations, textured menus, and signage mockups. These were meant to guide the visual narrative while staying adaptable to real-world materials and formats.