In the heart of London’s culinary landscape, where the competition is as fierce as the flavors are diverse, Tamarind of Mayfair stands as a true pioneer. As the first Indian restaurant in the city to be awarded a Michelin star, it had already achieved a level of success that many establishments only dream of. But for Tamarind, this was not the end; it was merely the beginning of a new chapter. Hungry for innovation, the restaurant set out to explore uncharted territory, envisioning a transformation that would touch every aspect of the dining experience – from the menu to the interiors and, most significantly, its brand identity. And so, the creative minds at Dutchscot in London were entrusted with the task of breathing new life into this culinary icon.
Dutchscot, no strangers to the art of brand reinvention, embarked on this project in close collaboration with the renowned interior designers at Sagrada, a partnership forged through years of successful joint ventures. Together, they formed a creative alliance, each bringing their unique expertise and vision to the table, united in their mission to reimagine Tamarind as a haven of light and feminine elegance.
The wellspring of inspiration for this ambitious project was as rich and diverse as the Indian culture itself. The vibrant and exuberant Holi festival, a celebration of color and joy, and the delicate beauty of the wildflowers that grace the Himalayas, provided the perfect starting points. From these seemingly disparate sources, Dutchscot began to craft a “floral” visual language that would serve as the cornerstone of Tamarind’s new identity. This language was not only a nod to the restaurant’s Indian heritage but also a bold departure from the traditional, masculine – dominated imagery often associated with Indian cuisine. It was a celebration of femininity, softness, and the beauty of nature, all intertwined with the fiery passion of Indian cooking.
At the heart of this new visual identity were the “powder flowers,” a concept that Dutchscot envisioned as a unique and captivating representation of Tamarind’s essence. To bring this vision to life, they commissioned the talented photographer John Ross, tasking him with capturing the ephemeral beauty of these abstract forms. John, while experienced in shooting similar abstract explosions, had never before attempted to create images where multiple colors came together to form a distinct shape. And the decision to change the background from the usual black to white added an entirely new layer of complexity to the project.
What was initially planned as a simple one – day shoot quickly turned into a four – day odyssey filled with challenges and surprises. The process was messy, with powders flying in all directions as John experimented with different techniques and compositions. But amidst the chaos, a sense of creativity and determination prevailed. Each day brought new discoveries, new ways of capturing the essence of the “powder flowers,” and slowly but surely, the images began to take shape.
Once the shoot was finally complete, the images required extensive retouching to perfect. Dutchscot called upon their friends at Smoke & Mirrors for assistance, and together, they painstakingly refined each image, ensuring that every detail was just right. This entire process, from inspiration to execution, was a labor of love for everyone involved. It was a testament to the power of collaboration, creativity, and the pursuit of excellence.
The result of this ambitious project is a brand identity that is truly unique. Tamarind’s new look is a harmonious blend of tradition and modernity, of boldness and femininity. The “powder flowers” images, with their swirling colors and delicate forms, invite diners into a world where the boundaries between art and cuisine blur. They are a visual representation of the culinary journey that awaits at Tamarind, a journey filled with bold flavors, unexpected twists, and a touch of elegance.
In a city where the dining scene is constantly evolving, Tamarind’s rebranding is a bold statement of intent. It is a declaration that this Michelin – starred restaurant is not afraid to take risks, to push the boundaries, and to create an experience that is truly unforgettable. With its new light and feminine brand identity, Tamarind is ready to welcome a new generation of diners, inviting them to join in a gastronomic ballet of color, flavor, and elegance.
