From Fields to Fast Lanes: The Village Organic Kitchen Story

Overview:

Village Organic Kitchen is a farm-to-highway dining concept that brings authentic, millet-based, and organic meals to travelers on NH65. With outlets placed on one of India’s busiest highways, the brand needed a visual identity that was both memorable at 100 km/h and true to its earthy, traditional values.

The Challenge:

– Create a brand that is instantly recognizable from a distance
– Blend rural identity with modern attention-grabbing visuals
– Reflect the brand’s philosophy of farm-fresh, chemical-free food
– Enable the brand to stand out among fast-paced highway signboards

The Design Thinking

Logo as a Milestone:

The logo was intentionally shaped like a highway milestone, triggering recognition and trust among travelers.

It acts as a subconscious indicator of “rest” or “replenishment.”

Color Palette That Cuts Through Speed:

– Sun Yellow: Symbolizes warmth, nourishment, and grabs attention at high speeds
– Bold Red: Activates hunger and urgency – ideal for quick decision-making
– Green Accents: Emphasize health, organic roots, and natural freshness