Jerisha Varghese

New Zealand is often presented as multicultural, yet many cultures are still viewed through a colonised lens. Indian restaurants, for example, are frequently represented using stereotypical colours and motifs that reduce a diverse culture to a single image. This project proposes Sadya, a restaurant brand that celebrates Indian cuisine in a contemporary context, with a specific focus on Kerala. Designed for young adults of Indian heritage in New Zealand, it creates a space for community, cultural connection and exploration.

The brand is built around the idea that food shapes identity and belonging. Guided by the concept "culture at its true vibrancy," the identity uses hand-drawn Malayalam calligraphy, layered patterns inspired by Kerala’s flavour profiles, and paired colour combinations that reflect the fusion of Keralam and contemporary Western influences. Expressed through a brand book, posters, tableware and Instagram content, the project demonstrates how decolonised branding can challenge stereotypes and present cultural heritage as living, authentic and contemporary.