JKS Restaurants - Creative Family | Thought & Design Studio

JKS Restaurants

Brand Strategy Digital Identity Packaging Print

Since 2014, we’ve worked closely with JKS Restaurants as a creative studio partner.

We began by working with the three Sethi siblings to define the new JKS group’s brand and language – not as a traditional ownership group, but as a diverse and innovative investor in new chef talent as they moved from 2 to 3 restaurants and began to seek out and partner with up-and-coming new chef’s in addition to growing their own brands.

The marque drew inspiration from bakers’ stamps – a food focused mark of quality – intertwining the siblings’ three initials.

A Mark of Quality - Bao

A Mark of Quality - Lyle's

A Mark of Quality - Motu

A Mark of Quality - Bubbledogs

A Restaurant Innovation Group

Intertwined JKS Monogram

For Brigadiers we worked closely with Karam to develop the visual identity – inspired by the Sethis’ grandfather and his Officers’ Mess in India. The ‘hallmarks’ designate the different rooms and offerings at the restaurant, while the print materials are inspired by regimental stationary printed on sustainable, British milled paperstock. The identity was applied to all the print, digital and interior touchpoints throughout the site.

Creative Family developed the digital identities of JKS Restaurants, Brigadiers, Hoppers, Gymkhana, Trishna, Motu, Bubbledogs and Kitchen Table. In some cases we chose to ground the identity with an analogue approach using illustration, materiality and physical details to maintain the tangible and human-focused nature of a restaurant – even in the digital space.