Young Designers 2009

 
Sharika Menon
Exhibition Design | GDPD
sharika.nid@gmail.com
 
CHAI UNCHAI - Cafe Design
 
Guide Tanishka Kachru
Sponsonr Icarus Design Pvt. Ltd., Bangalore
Keywords
> Brand Building
> Tea restaurant
> Youth Hangout
> Experience design
Major Tea company is interested in setting up a chain of tea restaurants across India named ‘Chai Unchai’ ‘To have an aura of youth, warmth and a rebellious spirit, the brand signature is “Unwind, Unlimited”.
For my project, I designed the complete concept of ‘Chai Unchai’– The interior design of the space, furniture and layouts, exterior and interior branding, linkages and collaterals. My focus was experience design. My intent was to connect to a younger audience (age group 18-25) by providing them with a quality user experience in a place here they can relax away from home, school or college with their friends.
I wanted to evoke a certain look and charm which would connect the age group to the brand through special touch points of ideas, memories and emotions. I accomplished this goal through competitor analysis and research on location, ambience, layout, seating, lighting and the menu. I explored various layout , color and style options. Merging aesthetics with functionality was key. I also gave ergonomic considerations pride of place in terms of space as well as furniture. I want people to feel special in ‘Chai Unchai’ and come back again and again.
My key learning is that of designing for scalability and adaptability to any space, since the tea restaurants will be multiplying across India. I have grown immensely as a designer through my industry project because I now have a firm grasp on how to harness intangible elements, emotions and nuances when designing a space for people.
Communication Design
AFD 9
Exhibition Design 5
Ayush Jain
Deepti Bhadbhade
Raghavendra Chaitanya
Sharika Menon
Vaibhavi Kowshik
FVC 13
GD 18
Industrial Design
CGD 9
FID 11
PD 15
TGD 4
TrAD 8
Interdisciplinary Design
DRE 14
SDM 17
I.T. Integrated Design
DDE 7
IDD 9
NMD 10
SUID 9
Textile Design
ADM 17
LAD 10
TD 37
Guide
Sponsor
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