Sage Parlour is a cross between a café and restauarant – a casual space that serves Indian Fusion cuisine in the form of small plates meant to be shared. The space is meant to be used as a gathering place for friends and family to come together and share delicious food and drinks. During the day, the space might serve more as a coffee shop providing teas and snacks; at night, the dinner crowds arrive to sample the Indian Fusion menu of the night. Brunch is served on weekends. The ideal customer is an urban foodie with an adventurous palate. The environment at Sage Parlour is not meant to be stuffy or too upscale; rather, democratic and rustic to appeal to a clientele looking for a no-frills culinary adventure.

 

The Sage Parlour logo and identity was landed upon after researching traditional Indian art, design and typography. The goal was an authentic yet still modern identity relating to the home of the cafe, New York City. The logo is an interpretation of the letter ‘S’ as a tea kettle, also inspired by the brush strokes of Sanskrit. Gotham was used for the wordmark to keep the logo looking modern and relevant. The pattern used throughout was inspired by the art of henna tattoo which is used for a variety of purposes, notably as a ceremonial ritual at weddings and special events. Being that Sage Parlour is meant to be a place where friends gather like at these events, the henna felt appropriate. A watercolor texture in tints and tones of teal was selected to serve as the backdrop, because it felt calm, inviting and relaxing – the kind of atmosphere Sage Parlour wants to maintain.