Terrai

Art Direction

Brand Strategy

Brand Identity Design

Terrai

Terrai is a Neo Telangana Restaurant that walks you through the culinary roots of Telangana through an Avant Garde approach. We aimed to re-imagine Telangana through the lenses of Terrai. The Project was features in Conde Nast Traveler, Vogue India and Architectural Digest.

Art Direction: Priyanka Kolluru | Rachana Kari

Design: Priyanka Kolluru | Miloni Munipally | Vihaan Verma | Keerthi

Objective

Telangana Spice Kitchen, one of Hyderabad’s first Telangana restaurants, approached us to reimagine their space and expand their brand. In an oversaturated F&B scene, our goal was to make TSK’s legacy stand out — using an avant-garde design approach to present Telangana in a fresh, contemporary way.

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In publishing and graphic design, Lorem ipsum is a placeholder text commonly used to demonstrate the visual form of a document or a typeface without relying on meaningful content

20.02.25

Nuance

Culture

Avante-Garde

Re-imagine

NOMENCLATURE

Terrain

Rai (Stone in Telugu)

Terracota

Terrai is an amalgamation of all things Telangana; The soil (Terracotta), Land (Terrains) and the Boulders (Rai).

A simple and Easy to Enunciate name with all things Telangana for a Brand that wants to reflect the roots.

Sattva Knowledge Park, Knowledge City Road, Silpa Gram Craft Village, HITEC City, Rai Durg, Hyderabad, Telangana, 500081

Landmark:My Home Bhuja

ROHIT KASUGANTI

Founder & Managing Director

www.tskfoodworks.com

We wanted to elevate the experience of the restaurant by an avante garde approach, by re-imaging Telangana through the lenses of Terrai.Rather than idealizing Telangana, our mission is to unveil its inherent essence, showcasing its true identity in all its splendor.

The foundation of TERRAI visuals is an amalgamation of pixel and Pochampampally ikat, creating the master assset from which system of three c’s have been crafted.

THE THREE C’s OF TERRAI

COMMUNITY

community

CULINARY

culinary

BRAND LANGAUGE

CULTURE

culture

AVANT GARDE

A tool of expression to break out of the stereotypes of how Telangana is represented while using pre-existing beauty of Telangana.

ENTICING

We aimed to tell a story through our brand language and Identity. Familiarity within unfamiliarity.

TRANSPARENT

To potray ins and outs of who they are. Starting from the food they serve to the people who work with them, we wished to visually communicate through the energy of the restaurant.