Client
Samosa Wallah
Project type:
Freelance
What was delivered:
Brand identity
Samosa Wallah
Project type:
Freelance
What was delivered:
Brand identity
Samosa Wallah brings the joy of authentic, spicy Indian samosas to the UK with a unique twist. Handcrafted with love using fresh ingredients and fried to crispy perfection.
The Samosa Wallah has grown famous in Melton Mowbray for selling samosas in pubs, events and private parties. Dressed in his trademark purple and orange Maharajah outfits topped with a jewelled turban, he fills the room and serves quality samosa's.
Logo Design Process
Samosa Wallah aimed for a logo that embodied both his Indian heritage and the theatrical experience of his samosa offerings. Throughout the design process, he explored options that included a character—much like KFC’s Colonel Sanders—to add personality to the brand. Variants with a character integrated into the lettering as well as a stylized samosa icon or shape were considered. The initial concepts shown above represent these different creative directions, balancing tradition with a modern, engaging brand identity.
The finalised text for the logo was well-received, though the character initially proposed didn’t resonate. Instead, the client preferred a more symbolic approach, choosing a design with a turban, which better reflected the brand’s cultural roots. We further enhanced this by adding hands to evoke the gesture of serving samosas. The color palette—orange, white, and green from the Indian flag, with a purple background—was selected at this stage, aligning with the brand’s identity and creating a memorable, vibrant logo.
Brand Pattern
With the logo and colors finalised, the client felt the purple background needed more personality to reflect the Wallah’s vibrant style. To enhance this, we created a pattern inspired by traditional Indian floral designs, adding depth and interest to the background. This pattern complements the logo and honors the brand’s Indian heritage, ensuring the visual identity is as unique and lively as the Wallah himself.
A Bold Realisation of the Brand Vision
The Wallah himself expressed how the final logo and branding surpassed his expectations, giving him the confidence to bring his ideas to life—including his dream of using a Tuk Tuk as a mobile samosa stall. After seeing a branded mockup, his mind was made up, and now, he frequently drives his vibrant, branded Tuk Tuk around his hometown, adding personality and charm to his unique business venture.
