Through our research we noted that while Cinnamon Club has fine white table cloths, marble, brass and polish, Cinnamon Kitchen could feature humble terracotta, wood, paint and craft. These learnings informed our design approach to the new Cinnamon Kitchen identity, which needed to convey an equally rich cultural expertise and focus on craft as Cinnamon Club but also express it’s democratised and deformalised character.

We used a type inspired by Indian and British hand-painted signage – a shared visual aesthetic – and ‘redrew’ a sourcing map that highlighted how Kent and Gujarat, Suffolk and Koorg are brought together on the Cinnamon Kitchen plate, agnostic of geography. Wood carved stamps, pressed into terracotta provided an informal, craft process and a mix of materials that translated the brass leaf of Cinnamon Club for Cinnamon Kitchen.