Bengaluru, KA
12.97°N 77.59°E

PROJECT

OATS N TOAST

The Goal

Mysore didn’t have a niche café for health-conscious professionals who want a slice of good healthy food without preservatives, while also being able to grab a quick go-to breakfast on their way to work. This, along with the lack of alternative cuisines having good design to represent them, made for a ripe opportunity.

  • branding
  • packaging
  • illustration
  • strategy
  • signage
A fried egg on avocado toast, with the Oats & Toast monogram — an O, an n and a T in orange and teal — set over the middle of the plate.
Oats & Toast brand application.
Oats & Toast brand application.
The café storefront: window vinyl reading Working Hours with opening times, hand-drawn white illustrations of pastries and hands, and a sign above the door asking Wheats gonna happen today?

The Challenge

Unlike Bengaluru, Mysore did not have an abundance of existing health-based eateries and ecosystems surrounding it, so it was crucial for us to understand the target group while also deciding the strategy from the ground up. Making it feel more homely was a vital decision for making sure the brand felt approachable for a consumer group who wasn’t constantly bombarded with e-commerce ads or Rapido price hikes. It also meant trying to steal the attention of some of the fast-food Darshini regulars to our side, and maybe get them on Oats (or) Toasts for a day. Making the healthy choice feel more accessible.

Oats & Toast packaging.
Oats & Toast packaging.
Oats & Toast collateral spread.
Oats & Toast detail.
A bowl with the full set of Oats & Toast line illustrations arranged around it.
Oats & Toast application.
Oats & Toast application.

The Result

In the end we got the brand over the finish line, built from the ground up, the logo, the Breaky Board menu, the cups, bags and loyalty cards, down to the drawings on the window. We kept all of it warm and a little playful so the café would feel homely and easy to walk into, which mattered in a city that wasn’t used to health cafés yet. What came out is a brand that can talk to the office crowd grabbing breakfast on the way to work, and still make a Darshini regular curious enough to try the oats.