The American Joint, a restaurant with three locations in Mumbai—BKC, Borivali, and Thane—marks one of our earliest logo design projects. We designed their entrance board, menu cards, take-away menus, campaign materials, and engaging social media posts and animations. The logo uniquely blends a smarkan font and sans serif type, merging Hindi and English letterforms for a distinct identity. The colour palette of yellow, green, and red was carefully chosen for its psychological impact: yellow evokes feelings of happiness and appetite, green represents freshness and health, while red stimulates excitement and enhances food appeal, making it an ideal choice for a restaurant setting.