CLIENT
‘Back in the Great American Gold Rush of 1849, thousands of prospectors headed to the USA to panhandle for gold. Many found fortunes, thousands died, a few found fame, but perhaps the most famous of all was Jagir Singh, known as 'Masala Jak', who left the Punjab for the USA. Jak found no gold, but did find fortune when he introduced the cowboys of the Wild West to the delights of Indian Cuisine. His fame travelled across America, a legend was born. Old tales tell that the words 'Masala Jak' derived from Mister Jagir Singh, maybe true...maybe not... Curry, as it would have been served in the Wild, Wild West...’
BRIEF
Based on the unusual premise of this theme restaurant, we were commissioned to develop an identity that reflected Curry, India and the Wild West! The identity needed to be strong and bold and would be applied to the restaurant fascia, menus and POS materials. |
