DHABA BY CLARIDGES

Reimagining a legacy while making it accessible to a wider audience was at the heart of this project. Tasked with taking The Claridges’ iconic Dhaba beyond its hotel roots, we crafted a brand evolution that stayed true to its essence—bold, rustic, and full of character.

We redesigned the logo, brand tone, and language, embracing the charm of playful typos, truck-style colloquial Hindi, and imperfect English, capturing the raw spirit of a highway Dhaba. The space design extended this experience across tabletops, menus, walls, bar counters, and even lighting, ensuring every touchpoint told a story. A custom photoshoot brought the brand to life, and in just six months, the project not only successfully expanded Dhaba’s presence but also earned multiple awardsfor its seamless blend of heritage and mass appeal.