Vijay is a chain of stores of Indian (and oriental) goods, mainly spices. The first store was opened back in 1993 by an Indian who came to study in Moscow. Unfortunately, the store does not have a single style and each point is decorated in its own way.

The work wanted to reflect the “spirit” of India and show that this is a real Indian corner in Moscow, where you can buy all the necessary goods for health, body and soul. Every time I taste Indian food, I never cease to be amazed at the versatility of tastes and smells. She combines spicy, sweet and sour at the same time!

To convey the Indian flavor and authenticity of the place, typical Indian trucks were taken as the basis for the visual image – bright, loud and certainly memorable. Everyone who has ever been to India has definitely seen them, because such painted cars are hard to miss. In addition, these trucks often carry food, which is also related to the topic.

To convey the desired mood, it was decided to make a style based on a combination of different colors, characteristic fonts and shapes. It is this difference that reflects all the versatility of India, and even more so of Indian food. Thanks to this, the logo can be dynamic and adapt to any color scheme, while remaining recognizable. You can use different shapes to highlight the uniqueness of products or color-coding different product groups to make it easier for shoppers to navigate.

The style turned out to be very flexible and easily transformable, so it can be used both for decorating a point in a shopping center and in a stand-alone store.

The store also has a private label, so packaging options for tea and cocoa were developed.