CELEBRATING A LEGACY OF HANDMADE CRAFT
Pandeli
Branding
Packaging
We partnered with Pandeli, a family-run business bringing the flavours of North India to new kitchens. Their products are made by hand, and the brand reflects this with hand-drawn illustrations and a visual system inspired by Indian urban aesthetics. The result is a visual identity that feels both contemporary and rooted in their heritage.
We designed the Pandeli's identity to reflect its cross-continental journey: from its founding in India in the 1960s, its relocation to the UK in the 1970s, to its current leadership under the third generation, Chef Amit, who gained national recognition via BBC One’s Gordon Ramsay: Future Food Stars.
Our own twenty-year practice includes extensive time spent in India. We found inspiration in the streetscapes: the incredible use of bold colour made a profound impression, as did the widespread, distinctive typography seen on street signage. This vivid aesthetic became the foundation of the brand identity we crafted.
The handmade spirit continues into the illustration system, with every drawing created by hand. This includes a portrait of the family’s grandfather, which was painted spontaneously, on the spot, during one of our sessions. Our personal encounters with the family, and the profound appreciation we developed for their journey, left an indelible mark on the final branding.
