Fitoor
Then Energy of India, in the Heart of Santana Row
SERVICES
Verbal Identity Development
Visual Identity Development
Collateral Design
The Brief
Our team has had the privilege of shaping several extraordinary concepts with Good Times Restaurant Group, the highly-regarded team behind ROOH (a multi-location Michelin-recommended Indian restaurant), Alora, and Pippāl.
Hindi for “passion,” their latest endeavor, Fitoor, is a contemporary Indian restaurant and lounge whose food, cocktails, music and decor embody the vibrancy and energy of modern India, with locations in San Jose and Santa Monica.
Sizzle. Clink. Glimmer. Buzz.
For Fitoor, we created a brand identity designed to evoke the intrigue and sensory richness of the new immersive Indian concept. We began by crafting a brand persona around the archetype The Lover that exuded an aura of mystique, allure, and intensity—with a verbal identity and brand voice that captured the passion, intrigue, and sensuality at the heart of the concept.
Indulge Your Passion
Inspired by the sultry, showstopping experience, the visual identity and corresponding collateral draw you in with an intense, provocative color palette, a confidently modern typography system, and dramatic graphic flourishes that pulse like the deep rhythm of a bassline or smoky flicker of a flame.
Fitoor is an invitation to dive into India’s contemporary soul—unapologetically bold, and impossibly magnetic.
Photography: Neetu Laddha