The brand image of the new “high-end Indian restaurant” Khai Khai is inspired by “smoke play”
Run For The Hills worked on the logo and website design; branding illustrations and materials; typography; on-site graphics, panels and artwork, uniform design and complete interior design. The space revolves around the idea of ”Smoke Play”, “reflecting the expertise of highly skilled chefs” cooking over coals, “evoking the changing interplay of darkness, fire and transparency” .
Branding and interior designs are inspired by “Indian culture and heritage,” the agency adds, with the aim of creating a “bold and sophisticated” brand identity while “adding a bit of magic and drama in the interiors “.
Run For The Hills was nominated for the project by restaurateur Jaf Ali, having previously worked on his award-winning brand Dabbawal.
Interior features include a bar crafted from antique mesh and metal, decorated with burnished stud details and a dark green marble countertop. The leather and antique brass bar stools are finished with elegant straps. The hallway is flanked by a huge framed piece of art that rests on custom wallpaper in front of convex and concave circus-style mirrors.
At the heart of the brand are a series of works of art created in-house by the agency, including what they describe as “original illustrations of village scenes”, as well as “flaming and smoky painted textures. “and ornate lattice patterns. These are used in all interiors and extend to 2D branding elements such as menus and in-line.
The Khai Khai logo has three different variations, used on materials such as coasters, gift certificates, food packaging, and team uniforms.
Earthy tones with a touch of gold have been chosen for the brand’s color palette to complement the materials and finishes of the interiors. Run For The Hills says it “wanted to create a feeling of being transported to another time and place, reminiscent of fireside gatherings, where authentic community cooking and dining would have taken place.”
One of the standout features of the space is the bespoke signage, which takes the form of housings of incandescent candlelight lamps, neon artwork, and tube lights personalized with branding messages. spread throughout the restaurant to give it a ‘playful and modern touch’, Run For the Hills adds.
“The design concept centered on making Khai Khai cool effortlessly, fitting into its heartwarming brand and kitchen history, with the added pop of Smoke Play theater,” said Creative Director Chris Trotman. “Adding magic and drama to the interiors was important, including a hallway flanked by an enormous piece of art framed on custom wallpaper in front of mysteriously convex and concave mirrors.”