REBRANDING NAATTARASAN
CLIENT
NATTARASAN RESTAURANT
TYPE OF CLIENT
Food & Beverage / Hospitality
CATEGORY
BRAND IDENTITY
BRIEF
Naattarasan, a traditional Chettinadu restaurant, needed a rebrand that would honour its cultural heritage while resonating with today’s design-conscious audience.
WHAT WE DID
We reimagined the Naattarasan logo as a refined fusion of Chettinadu tradition and modern design. Drawing from regional art and architecture, we crafted a bold logotype with earthy red tones, clean capitals, and intricate detailing that evokes authenticity and depth.
RESULT
The new identity brings timeless Chettinadu culture into a contemporary context, transforming tradition into a compelling visual language. The capital-letter logotype, paired with a culturally resonant typeface, adds stature and clarity, while the earthy red palette nods to the region’s vibrant cuisine and heritage. Subtle architectural and artistic cues within the design evoke the legacy of Chettinadu craftsmanship. Together, these elements create a brand presence that feels both rooted and relevant — strengthening recall, elevating perception, and positioning Naattarasan as a proud, modern guardian of authentic South Indian culinary tradition.
