Naansense – Indian street food restaurant
CHICAGO
Does Indian cuisine need to take itself seriously and abide by tradition to be authentic? Naansense! Under this name, Hiran and his brother, Viral, offer their lighthearted take on Indian street food to the people of Chicago. With their partners at Venture Kitchen, they used the COVID-19 pandemic as an opportunity to spread into retail, selling sauces and spices to cook at home and refreshing their brand and dining space.
Inspired by the punny name and the new interior designed by hospitality design firm Curioso, we set out to create a playful and fun identity that doesn't take itself too seriously.
We paired Naansense's bold flavors with bold colors, fresh ingredients with the quirky illustrations of Argentinian Alan Berry Rhys, and Hiran and Viral's rich personal and cultural history with a wealth of found vintage photographs that juxtapose the Indian and American experiences. For example, what does an adrenaline rush look like in California versus Punjab? How would someone in Kolkata or Chicago grab your attention?
The versatile logo ties together these disparate elements. At times, it appears as a two-letter abbreviation, at others as a long exclamation that fills the screen, turning into a pattern in its own right. It can also be accompanied by text that reads "This is nonsense” in the Devanagari script.
In Naansense's packaging, the logo coexists with hand-drawn typography and icons and frames Alan's illustrations. These brightly colored drawings of wild animals and mysterious characters poke fun at their own perceived exoticism, re-framing Indian cuisine as fun and approachable.
