Reishabh Kailey

Shamiana at the Taj Mumbai [brand identity / 2016]

Shamiana, the iconic all-day-diner at the Taj Mahal Palace Mumbai, recently went through a massive makeover. The café was the first 24X7 coffee shop to open in the 1970's and has seen a tremendous journey since then. It has long been a city icon and with its latest re-branding effort, sought to reach out to a younger audience while re-affirming its place in the hearts of its original patrons. ASDS in Mumbai was commissioned to conceive the visual applications of the re-branding project. 

The space has evolved to become a melting pot of styles, stories & cuisines and thus, the primary thought behind crafting the visual language was of 'confluence'. 'Shamianas' or Canopies are a a symbol of celebration and joyful coming together of people. The design intervention seeks to reflect this confluence in a contemporary and almost quirky manner.