BOMBAY BHEL

From a humble thela in Jungi lane, Shahpurjat, to a branded celebration of street food culture, Bombay Bhel represents Mr. Shastri's legacy and the heart of Indian snacking tradition. Our pro-bono project transforms a local vendor's story through thoughtful design that honors the authentic street food experience.

Execution:
Identity
Packaging

The Identity Unveiling

Our approach merges classic Indian folk truck art typography with contemporary brutalist elements, creating a visual language that's both nostalgic and fresh. The design system deconstructs traditional vendor aesthetics while maintaining the warmth of local street food culture.

The brand identity features self-outlined typography inspired by hand-painted truck art, paired with deconstructed elements reminiscent of ‘juice wala’ signage. The vibrant color palette draws from traditional cart aesthetics, modernised for contemporary appeal. Each packaging element tells the story of street food craftsmanship, from the puffed rice to the signature chutneys.

The result is a brand identity that elevates street food without losing its soul. Every touchpoint, from packaging to the cart itself, celebrates the authenticity of Indian street food while giving it a contemporary voice in Shahpurjat's evolving urban landscape.

The reimagined bhel puri cart stands as a perfect blend of tradition and modernity. Modern design elements and colors complement the retro typeface adapted from folk truck art, creating a visual feast that matches the culinary delights within. Mr. Shastri's cart now serves as a landmark in Shahpurjat, proving that street food heritage can be preserved while embracing contemporary design sensibilities.