For All Inndia Cafe, the idea of a shared identity across different scripts built into the typemark itself became the north star.
A Latin typeface was taken as the foundation. From there, we developed its counterparts across India's native scripts. So ALL INNDIA CAFE can speak to everyone without changing who it is.
We brought that childhood ritual into the identity of All Inndia Cafe. We traced the ornamental details found around their borders and turned them into a graphic language of their own. The coin became a badge and a frame. Its details became motifs.
And through repetition, those motifs grew into a pattern system that could travel across the brand.
A childhood trick, turned into a visual language. Something we once traced for fun was now tracing the memory of India.
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