In the heart of London, where the culinary world is as competitive as it is vibrant, Tamarind of Mayfair has long held a prestigious place as the city’s first Indian restaurant to earn a Michelin star. But rather than resting on its laurels, Tamarind embarked on a journey of reinvention, enlisting the creative minds at Dutchscot to craft a new identity that was as fresh as it was enchanting.
The vision for Tamarind’s transformation was clear: to explore uncharted territory with a revamped menu, redesigned interiors, and a brand that exuded a light and feminine charm. Dutchscot, no strangers to creating captivating concepts, joined forces with the interior design experts at Sagrada, a partnership forged through numerous successful collaborations. This union of talents set the stage for a metamorphosis that would redefine Tamarind’s place in the London dining scene.
The wellspring of inspiration for Tamarind’s new brand was as diverse as it was evocative. An image from the exuberant Holi festival, with its riot of colors symbolizing joy and togetherness, and the delicate wildflowers of the Himalayas, with their understated beauty, served as the starting points. From these sources, Dutchscot crafted a “floral” visual language that was both a nod to Indian culture and a departure from the traditional imagery associated with Indian cuisine.
The concept of the “powder flowers” was a central element of this new visual identity. Dutchscot commissioned and art directed photographer John Ross to bring this idea to life. John, while experienced in shooting abstract explosions, had never before attempted to capture multiple colors in a way that formed a distinct “shape.” The decision to change the background from the usual black to white proved to be a challenging but rewarding choice. What was initially planned as a one – day shoot stretched into four, filled with messy yet exciting experimentation. The process was arduous, but each obstacle was overcome with determination. And when it came to retouching the images, Dutchscot leaned on the expertise of their friends at Smoke & Mirrors.
This labor – intensive process was more than just a job; it was a labor of love for everyone involved. The final result was a collection of images that perfectly encapsulated the essence of Tamarind’s new brand. The “powder flowers” images were not only visually stunning but also told a story. They hinted at the fiery flavors of the tandoor, with the smoke – like wisps of color, while also evoking the softness and femininity that the restaurant aimed to project.
Tamarind’s new brand identity is a testament to the power of creativity and collaboration. It shows that even a well – established, Michelin – starred restaurant can evolve and adapt, breathing new life into its offerings. With its light and feminine touch, inspired by the beauty of Indian festivals and landscapes, Tamarind is not just inviting diners to enjoy a meal; it’s inviting them to step into a world where art, culture, and cuisine blend seamlessly, creating an experience that is as memorable as it is delicious.
