Defining a restaurant's brand, experience, and retail presence

Husband and wife founders, Emily and Anjan, partnered with IDEO to establish a cohesive and consistent brand experience for dosa by DOSA, a new counter-service Indian restaurant based in Oakland, CA. I co-led the project in close partnership with the founders, their staff, Feldman Architecture and MPADA. Our team set out to bring dosa by DOSA to life and help it scale through brand, environment, and experience design. This included creating everything from the logo and packaging to the menu and operations strategy, with each element tying back to the founders’ vision of sharing Indian heritage and traditions through cuisine.