The Lovefools — Hyphen Brands Case Study

01

When a progressive, fine-dining restaurant pays tribute to its neighbourhood, the accolades come pouring in.

Bandra is consistently adjudged one of the top 50 neighbourhoods in the world to live in. What makes it so is a rich history, a melting-pot of Indian and Portuguese influences and a vibrant cosmopolitan culture. From its quaint bungalows and smiling old ladies, to its crazy graffiti art and bustling food scene — Bandra is where the old, the new-age and the eccentric co-exist. The cocktail menu, created by chef Sarita, chef Aniket and mixologist Chetan, is inspired by the unique streets and characteristics of Bandra.

02

In 'An Ode to Bandra', the pages of the menu for each of the nine drinks take guests on a classic, old-school copywriting journey into the streets they are named after.

Anecdotes, neighbourhood trivia, cultural facts and entertaining stories find their way into beautifully crafted lines on each street. The writing brings to life the vibrancy of these Bandra neighbourhoods and gives guests a glimpse of what the drinks have in store for them. This was copywriting as genuine creative craft — not as description, but as storytelling that made guests fall in love with each drink before they'd tasted it.

03

The design language that emerged is a beautiful amalgamation of this culturally nuanced neighbourhood.

With each page inspired by the eclectic mix of old, new and quirky that dots this suburb — wayside crosses, sloping roofs and colonial motifs mixed with Indian symbols form the iconography of the menu. The visual and verbal came together as a single experience, each page functioning as both a story and a piece of art that guests could read, re-read and remember.

04

'An Ode to Bandra' was very well received and promoted by the large community of influencers and guests who follow The Lovefools.

It was greeted with great excitement by guests and staff alike — who requested us to make their favourite street and drink pages into T-shirts. Everyone clearly has their favourite Bandra line. Guests started referring to the drinks by the lines they love. The pages of the menu have now become posters adorning the walls of the restaurant. Demand for the quirky drinks is at an all-time high. And The Lovefools being nominated for the Best Nightlife Resto Bar Award made this culturally specific menu even more rewarding.