Marta Harding Designs
builds & grows brands
We collaborated with Dosa to create a holistic hospitality offering—from brand identity to dining experience—and retail packaging system that represents the founders’ vision.
The logo took inspiration from the streets of India and the age-old traditions of Indian Truck Art. In India, a truck is a canvas on which the driver takes great pride in expressing his thoughts and beliefs—it’s an extension of one’s personality. Like Truck Art, dosa by DOSA is an extension of the owners’ personalities. The logo is a modern, youthful interpretation of the dimensional type found throughout Truck Art.
The ‘d’ symbol brings the brand’s personality to life in its simplest form, but can be used creatively to express the brand and flex across touchpoints.
The eclectic family of patterns brings the vibrant, layered qualities of India to life. The family is a mixture of modern India-inspired motifs, textures, and shapes inspired by the geometric nature of the logo itself.
Beyond the food, packaging is an intimate brand touchpoint for the consumer. We thought beyond basic functionality to consider every detail, from the feel of a material to the inside joke on a cup or a hidden pattern waiting to be discovered. Each tiny delight shows dosa by DOSA is thoughtful at every moment of the experience.
The vibrant brand comes to life across an array of restaurant packaging, including cold cups printed with the phrase “thanda thanda pani”—meaning “cold cold water”—which comes from a popular Indian parody of the Vanilla Ice song "Ice Ice Baby."
A bespoke dosa take-away box was developed as the iconic anchor of the packaging system. Designed to maintain the textural and experiential integrity of the in-store experience, the compostable box displays the dosa next to its customary dipping sauces. Inspired by the packaging of street food in India, we created a custom newsprint wrap that shares more about the founder’s story and the cuisine itself.
NOTE: Dosa package and design is not for sale or license.
Beyond the restaurant experience itself, dosa by DOSA can be found at retailers like Whole Foods, AmazonGo, Good Eggs, and at SFO airport. With this in mind, we used vivid colors and pattern to provide easy navigation for customers.
