Cask 78
Full visual identity for a premium bar and restaurant in Indore. From logo to brand guidelines, delivered in 3 weeks.
A bar that needed to look the part
Cask 78 was opening in Indore as a premium bar and restaurant. The owners had the space, the concept, and the menu sorted. What they did not have was a visual identity that matched the experience they were building. The brief was to create a full brand system, logo to guidelines, before launch.
Cask78 Bar and Kitchen- Brand Guidelines by Harshal SarafBrand built in four phases
- 1 Discovery and Positioning
Started with a brief to understand the audience, price point, and the kind of experience Cask 78 was going for. Mapped out three or four reference directions, presented them, and locked down the creative route before touching any design software.
- 2 Logo Design
Developed the primary logo, a secondary version, and an icon mark. The design drew from whiskey barrel aesthetics with clean, modern typographic treatment. Delivered four rounds of refinement across two weeks to land on the final mark.
- 3 Visual System
Built out the supporting identity: color palette, typography pairing, brand patterns, texture treatment, and a set of graphic elements that could be applied across print and digital. Everything was documented with usage rules so the team could apply it consistently without calling me every time.
- 4 Menu Design and Brand Guidelines
Designed the food and drinks menu using the visual system. Produced a brand guidelines document covering logo usage, colors, fonts, do's and don'ts, and tone of voice. The final handoff pack had everything needed to run the brand in-house or brief any vendor.
What was handed off
(Primary, Secondary, Icon, Reversed)
(Food + Drinks)
F&B identity work has a very short window between "interesting reference" and "looks like every other restaurant logo." The client was drawn to dark, premium visuals. That direction is competitive territory and it is easy to produce something generic if you do not anchor it to something specific. For Cask 78, the number 78 became the anchor. It gave the logo a fixed, confident element that kept the design from drifting into category clichés. I also learned to invest more time in the guidelines document than the logo itself, because the logo holds its quality only as well as the system around it does. A logo without clear usage rules gets stretched, recolored, and placed on busy backgrounds within weeks of handoff.