/Tenacious
Tenacious is a restaurant based in Jorhat, Assam, India. They needed an identity that could do two things at once. It had to read as global, and it had to stay specific to where the brand came from. Work like this usually picks one and quietly drops the other. I led the identity from start to finish, covering the naming rationale, the logo, the color system, the typography, and every touchpoint the brand appears on.
The brief
Tenacious needed a brand identity that could hold two things simultaneously, a globally resonant visual language and a deep cultural rootedness that didn't feel like a compromise. The brief was to build something bold enough to travel but specific enough to mean something. I led the complete brand identity development — from naming rationale through to logo, colour system, typography, and every touchpoint the brand would appear on.
The work
The identity had to feel like it belonged everywhere — and like it came from somewhere specific.
