The company, which started in New York, approached the consultancy in September 2009 with a brand already created for the US market. Pearlfisher was tasked with designing a secondary visual language to communicate the restaurant chain’s full range of vegetarian products and its environmental footprint message.
Pearlfisher creative director Natalie Chung says that as she was responsible for conveying two messages, the design has been deliberately kept clean, simple and modern.
‘Bold but recognisable foodie colours clearly show the choices available. It’s aspirational but accessible,’ says Chung.
Company founder Radhika Oswal, who describes Otarian as a ‘boutique fast-casual restaurant chain’, says all aspects of the menu and operations have been developed with sustainability and vegetarianism in mind.