Indian cuisine in Shanghai carried outdated perceptions—viewed as heavy, traditional, and misaligned with modern dining preferences. Anokhi needed to break through these preconceptions and position itself as a contemporary destination.
The challenge was to craft a brand identity that honored Indian heritage while appealing to a new generation of diners—particularly female customers who felt underserved by existing Indian restaurants in the city.
We created the name "Anokhi"—meaning "unique" in Hindi—paired with a custom typography system inspired by Sanskrit script. This anchored the brand in authenticity while feeling fresh and contemporary.
A vibrant, feminine color palette reflected the brightness and diversity of modern Indian cuisine. Every touchpoint—from interiors to tableware—was designed to challenge perceptions and create an inviting, stylish dining experience.
Dining Room
Brand Collateral
Interior Design
Menu Design
The repositioning successfully transformed perceptions of Indian dining in Shanghai. Anokhi was named "Indian Restaurant of the Year" by That's Shanghai in 2022, validating the brand's approach.
The success in Shanghai led to international expansion, with a second location opening in Singapore in 2024. The brand now stands as a benchmark for contemporary Indian cuisine in Asia.
"Kollektiv were a joy to work with and we found their experience invaluable. They helped us create a brand that truly reflects who we are."
We partner with ambitious hospitality and lifestyle brands to create unforgettable experiences.
Start a Conversation