Tok Jhal Mishti
Hospitality
Identity Design
Tok Jhal Mishti is a Bengali restaurant in Mumbai that celebrates the bold, layered flavours of Bengal. The brand identity was built to capture the chaos, wit, and nostalgia of Bengali culture while appealing to a contemporary audience.
The name itself, which translates to “sour, spicy, sweet,” became the foundation for the brand language, expressive, playful, and unapologetically loud. The visual identity takes cues from Bengali street culture and cinema typography, combining heavy sans-serifs with bright reds and off-whites to create an instantly recognisable system.
From packaging to signage, the design celebrates Bengal’s raw energy and humour. Bengali phrases appear across touchpoints, turning everyday interactions into cultural moments. The use of bold type, minimal colour, and gritty photography evokes the feel of Kolkata’s old eateries while keeping it fresh for a younger urban crowd.
Every element of Tok Jhal Mishti’s identity was designed to feel familiar yet new, a bridge between heritage and modern appetite. The brand stands out as an honest, culturally rooted restaurant that tells its story through attitude, type, and taste.
