We love Vada Pav. At least those of us who are from the western parts of India. So we jumped at the chance to work on a venture that would take our beloved comfort food to UK and then globally.
“Vada Pow” was conceptualized as a chain of quick eat carts and outlets globally, starting with London. Its menu is a contemporary take on the original vada pav, with a couple of varieties and a small set of accompaniments like Nimbu Pani and Lassi. The Vada Pow brand is built around the idea of taking a regional favorite global, much like falafel and burgers.
We chose to position the brand independent of the dish it is named after, assuming that most of the audience will be non-Indian and unfamiliar with the dish. This opened up a host of conceptualization possibilities, including our final direction of using the boxing play on “Pow”.
The character for the brand was carefully constructed, over many iterations, to reflect a mildly kitschy aesthetic, reminiscent of the graphics on auto rickshaws and hand-painted movie posters. The other brand elements like the colors, icons and typography take inspiration from various sources like boxing posters and townhall notices.