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Fitoor Indian Grill & Lounge

Indulge Your Passion

Hindi for “passion,” Fitoor, is a contemporary Indian restaurant and lounge whose food, cocktails, music and decor embody the vibrancy and energy of modern India, with locations in San Jose and Santa Monica.

Agency   Carbonate

Services   Verbal Identity, Visual Identity, Collateral Design

Team   Johnna Quinn (CD), Al Callahan + Mariel Lustig (Designer), Rachel Green (Brand Strategist)

Photography   Neetu Laddha

The brand identity was designed to evoke the intrigue and sensory richness of the new immersive Indian concept; crafted around the Lover archetype that exudes an aura of mystique, allure, and intensity.
Custom brand graphic: Fitoor Indian Grill & Lounge Santana Row
Vibrant red cocktail set on fire
Interior of Fitoor's opulent green dining room
Overhead view of a vibrant indian grill tablesetting of entrees and cocktails
Custom designed postcards: Fitoor Indulge Your Passion
Custom leather cocktail menu with vertical logo and coasters
Gorgeously seared scallops
Inspired by the sultry, showstopping experience, the visual identity and corresponding collateral draw you in with an intense, provocative color palette, a confidently modern typography system, and dramatic graphic flourishes that pulse like the deep rhythm of a bassline or smoky flicker of a flame.
Flat lay of entire Fitoor menu and print collateral suite
Eight tiled photos and brand graphics depicting Fitoor Indian Grill & Lounge. Indulge you passion. Fitoor for the love of India.
Custom designed Fitoor red dinner menu, coasters, postcard and seared scallops entree
Overhead mushroom risotto entree presented with flowers
Custom designed red business cards on a blank background
Custom designed bound menu suite with gold foil printing
Custom Fitoor logo script in gold on a bright red background
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