Enabling a home food catering startup to deliver an authentic and wholesome meal
The Story Sadhya was created with the aim of providing the most genuine South Indian cuisine for people to enjoy in the comfort of their own homes. With great care and affection, the recipes have been honed over thirty years. These completely vegetarian dishes are not only tasty but also offer therapeutic benefits backed by health research. Our mission was to establish a unique, traditional, and authentic identity for the brand.
The Inspiration Our inspiration came from a deep dive into the life and personality of the cook. We took note of her interests, from what she values most to her perspectives on life and topics beyond cooking. One of the most striking aspects was her profound affection for elephants, which she considers to be magnificent and gentle creatures, regardless of their size. This led us to create a brand that is personal, straightforward, and traditional.
Color Palette There is no fixed color scheme for our visual identity; rather, the colors in the illustrations are chosen to be earthy and natural.
Visual Language Our imagery features raw, hand-drawn artwork that reflects South Indian tradition and culture, highlighting authenticity and purity. The iconography follows the same freehand doodle style.
The Website We designed a website that goes beyond just facilitating food delivery; it also aims to educate users about the rich traditions, culture, and culinary practices of South India. Our goal is for users to experience a South Indian meal at home while embracing traditional eating and serving methods.