Naansense
Naansense, a fast-casual Indian-inspired restaurant, successfully repositioned its brand to attract a broader audience through a comprehensive rebranding effort that included a new logo, updated menus, and modernized packaging. This initiative not only enhanced its visual identity but also increased walk-in traffic and social engagement, solidifying its place in the competitive fast-casual dining space.
Project Overview
Naansense, a fast-casual Indian-inspired restaurant, sought to reposition its brand to appeal to a broader audience. The project involved a comprehensive brand refresh, including graphic design, menu board design, signage, packaging, menus, and social media ads. Homade has been working with Naansense on various marketing initiatives since 2017, building a strong partnership and deep understanding of the brand's evolution.
Objectives
- Reposition Naansense as a more approachable, Indian-inspired eatery
- Create a cohesive brand identity across all touchpoints
- Design user-friendly menu boards and menus
- Develop eye-catching packaging and signage
- Create engaging social media ad templates
Process
1. Brand Repositioning
Building on our long-standing relationship with Naansense, we began by shifting the brand's positioning from "Transports you to Mumbai, India" to "Indian-inspired eats." This change aimed to make the cuisine more approachable to a wider audience, similar to successful fast-casual chains like CAVA.
2. Graphic Design and Brand Kit
A new brand kit was developed, including:
- Updated logo
- Fresh color palette
- Typography selection
- Visual elements and patterns inspired by modern Indian design
3. Menu Board and Menu Design
The menu boards and printed menus were redesigned to:
- Highlight popular dishes with appetizing imagery
- Use clear, easy-to-read typography
- Incorporate the new brand colors and visual elements
- Organize items in a logical, user-friendly manner
4. Signage and Packaging
New signage and packaging were created to reflect the updated brand identity:
- Storefront signage featuring the new logo and color scheme
- To-go packaging with modern, Indian-inspired patterns
- Eco-friendly materials to align with contemporary values
5. Social Media Ad Templates
A set of social media ad templates was designed to:
- Showcase menu items in an appealing way
- Highlight promotions and special offers
- Maintain brand consistency across platforms
- Allow for easy customization by the Naansense team
Challenges and Solutions
One major challenge was balancing the desire to appeal to a broader audience while maintaining authenticity. To address this, we:
- Conducted market research to understand customer preferences
- Collaborated closely with Naansense's culinary team to ensure accurate representation of dishes
- Used focus groups to test and refine designs
Results
The brand refresh and new marketing collateral contributed to:
- Increased foot traffic and sales at Naansense locations
- Higher engagement rates on social media platforms
- Positive customer feedback on the new brand identity
- Improved brand recognition in the fast-casual dining sector
Conclusion
The comprehensive brand refresh for Naansense successfully repositioned the restaurant as an approachable, Indian-inspired eatery. By creating a cohesive brand identity across all touchpoints, from in-store signage to social media ads, we helped Naansense appeal to a broader audience while maintaining its unique culinary identity. This project, part of our ongoing collaboration since 2017, demonstrates the power of strategic design and long-term partnerships in transforming a restaurant's brand perception and market position.
Project Overview
Naansense, a fast‑casual Indian‑inspired restaurant, needed to refresh its brand to reach a broader audience.
The work included:
- Brand repositioning.
- Graphic design and a new brand kit.
- Menu boards and printed menus.
- Signage and packaging.
- Social media ad templates.
Objectives
- Reposition Naansense as a more approachable, Indian‑inspired eatery.
- Create a cohesive identity across in‑store and digital touchpoints.
- Make menus easier to read and faster to scan.
- Modernize packaging and signage.
- Provide reusable templates for ongoing promotions.
Process
1. Brand repositioning
We shifted the core story from “transports you to Mumbai” toward “Indian‑inspired eats,” making the brand feel more like an everyday fast‑casual option (similar to concepts like CAVA) while keeping clear ties to Indian flavors.
2. Brand kit
We built a refreshed kit including:
- Updated logo.
- New color palette.
- Typography system.
- Patterns and visual elements inspired by contemporary Indian design.
3. Menus and menu boards
Menu boards and printed menus were redesigned to:
- Feature high‑impact food photography.
- Use clear hierarchy and readable type.
- Organize items in a way that feels intuitive at the counter.
- Carry the updated colors and visual language.
4. Signage and packaging
We extended the identity into:
- Exterior and interior signage with the new logo and palette.
- To‑go packaging using modern, Indian‑inspired patterns.
- More sustainable, contemporary packaging choices where possible.
5. Social templates
We created modular social media templates so the Naansense team could:
- Highlight dishes and seasonal specials.
- Run promotions.
- Maintain consistent visuals across platforms without designing from scratch each time.
Challenges and Solutions
The main tension was expanding appeal without losing authenticity.
We addressed this by:
- Researching how guests described the food and experience.
- Collaborating closely with the culinary team on naming and descriptions.
- Iterating designs with feedback from both regulars and new guests.
Results
The refreshed system helped Naansense:
- Attract more walk‑in traffic.
- Increase social engagement.
- Strengthen recognition in a crowded fast‑casual space.
Overall, the work reframed Naansense as an approachable yet distinct Indian‑inspired brand, with visuals that now match the quality of the food and experience.
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