Khoji is a new-age packaged foods brand born from a love for bold flavors and a passion for exploration. It started with Olgo Sauce, a tangy, multi-purpose hot sauce designed to make everyday meals exciting, and is now expanding into sauces, spice mixes, and snacks. At its core, KHOJI is about more than food—it’s about bringing moments of joy, discovery, and connection to busy young professionals, students, and food enthusiasts in Tier 1 and 2 cities. The brand’s mission is to be a source of hope and delight, offering safe, convenient, and playful culinary experiences that inspire curiosity and creativity.
Khoji’s challenge was to create a visual identity that captured the brand’s youthful, playful, and adventurous spirit while standing out in the crowded packaged foods market. The primary goal was to convey not just the product, but the experience of discovery, joy, and connection that the brand promises. The design needed to balance vibrancy with clarity, making the brand approachable and memorable for busy young professionals, students, and food enthusiasts. Additionally, the identity had to be versatile enough to work across packaging, marketing materials, and digital platforms, while reflecting KHOJI’s mission of inspiring curiosity and delight through every product.
The final logo captures the essence of Umami Studio with a mark that is both distinctive and versatile. By blending two contrasting typefaces, the design communicates balance—structured yet expressive, modern yet timeless. The stylized ‘M’ acts as a memorable focal point, giving the logo an artistic signature that sets it apart in the competitive décor landscape. Together, the elements create a visual identity that feels refined, creative, and trend-forward, mirroring Umami’s role as a brand that transforms everyday living spaces into thoughtfully curated experiences.
The visual language of Umami Studio draws directly from its products, using flat 2D vector silhouettes of furniture and décor items as graphic elements. These outlines can be arranged in structured lineups or scattered compositions, creating versatile supergraphics that reflect balance and playfulness. A soft pastel palette adds freshness and approachability, while a minimal grunge overlay introduces a handmade, tactile quality—echoing the artisanal essence of the brand. The result is a system that feels modern yet personal, seamlessly extending Umami’s identity across digital and physical touchpoints.
View Resume
