As the lead Senior Art Director on this project, I developed the brand identity for RASA, a vibrant fast-casual Indian restaurant. The brandmark and visual system were designed to reflect RASA’s lively personality and the bold, colorful essence of their cuisine.

To help the brand stand out, I created a custom typeface that added a unique, ownable voice—still in use today across their materials. The identity breaks away from traditional perceptions of Indian food in American culture, embracing playfulness, authenticity, and innovation. It celebrates RASA’s mission to share mindfully sourced meals and real flavor through a modern, approachable brand.