Founder · Creative Director · Designer
I’ve never asked to be a token South Asian designer. It does freak me out – and it’s not something I take lightly.
My creative influences are less who and more what.
A lot of people glorify the whole ‘boss life’ and owning your own business.
I’ve been working on creating space for myself to experiment.
The article explores the complexities of branding cultural food products, particularly how Western markets often rely on stereotypes when representing non-Western cuisines. It highlights the work of studios like Outline and Super Spicy Studio, which aim to create more authentic and respectful visual identities for brands such as Adùn and Kolkata Chai Co. Through interviews and critique, the piece examines the tension between cultural authenticity, marketability, and appropriation in food branding.
The Brand Identity interviews independent creative director and designer Badal Patel about her journey running her own studio, balancing work and life, and drawing inspiration from her Indian-American upbringing. Patel discusses her process, tools, and the challenges of freelancing, as well as her proudest project, the branding of Kulfi Beauty, a South Asian beauty brand. The conversation highlights her cultural influences, business lessons, and creative philosophy.
The Brand Identity’s 'The Edit' highlights five new design projects, including Radość Agency’s 3D jellyfish-inspired identity for Upper Festival in Katowice. Other featured works include Studio JOA’s identity for Fix Your Future, Martine’s branding for Jessica Schuster Design, KR8’s visual identity for makeup artist Nora Eglesz, and Badal Patel’s colourful identity for Kolkata Chai Co. The article showcases diverse global design approaches across music, recruitment, beauty, and food industries.