JaiJai is a tribute to London's colorful Indian community. It celebrates the creative spirit which the fusion of a modern urban lifestyle and Indian tradition historically has brought forth. JaiJai is not just about the food, it's about being part of urban pop culture. That's why we build the brand with classic premium codes broken up with raw street art elements at the same time.

The Indian diaspora, a history of fusions, is reflected in the design, when graffiti meets clear grotesques, graphic symbols meet elegant serifs, free artistic arrangements meet strict order and different layers overlap, like influences from different cultures. The brand identity symbolizes the intercultural synthesis of art, culture and cuisine - it is cultural awakening on a plate.