Masala Code
Client
Masala Code
Industry
Restaurant & Bar
Year
2025
Duration
3 Months
(01)
Project overview.
Masala Code was envisioned as a modern yet rooted Indian restaurant, a space that showcased India’s culinary diversity through a fresh, soulful lens. The founders wanted more than just a curated menu; they wanted a complete brand identity and guest experience that felt distinct in Indore’s dining scene. Our challenge was to build a restaurant that didn’t just serve food but told a story across every touchpoint.
(02)
Challenge.
At Noshly Studios, we believe that food and design must work hand in hand. For Masala Code, we consulted on menu curation and market research to ensure the offering was relevant, profitable, and culturally nuanced. From there, we expanded into building the entire brand identity, menu design, and guest experience design, making sure every detail reflected the concept of “modern India, rooted in tradition.”
We created a layered ecosystem of menus and collaterals, each one carrying forward the story of the brand while enhancing the dining experience.
What We Did
Menu Curation & Market Research – studied regional preferences, market gaps, and engineered a menu fit for modern Indian dining.
Brand Identity Creation – from logo and typography to story and personality, we shaped Masala Code’s cultural yet modern voice.
Three Distinct Menus
Food Menu – showcasing regional Indian dishes with a refined twist.
Bar Directory – a curated listing of spirits and classics, designed for clarity and discovery.
Signature Cocktail Menu (Day Menu) – experimental cocktails tied to India’s ingredients, designed as a storytelling piece.
Guest Experience Design – crafting touchpoints that elevated the dining journey.
Collaterals – coasters, stickers, packaging stickers, and other branded details that added memorability.
(03)
Result.
Masala Code’s brand identity positioned it as a restaurant that felt both elite and approachable, a blend of modern design with the warmth of Indian culture. The curated menus gave clarity, structure, and storytelling power to the dining experience, while collaterals like coasters and stickers extended the brand beyond the table. Together, these elements didn’t just create a restaurant; they built a cultural dining experience that stood apart in Indore.
(04 Projects)
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