Extra Butter Commissary

Year Client CATEGORY
2023 Extra Butter india Branding, Packaging, Identity

Commissary is a café identity rooted in the shared visual language of two cities Mumbai and New York. Both experienced an Art Deco renaissance in the 1920s and 30s, each expressing it distinctly: New York through its towering geometry, Mumbai through a fusion of modernist principles and Indian ornament that defined its great cinema halls. That intersection became the foundation for the brand, drawing on the cinematic heritage central to Extra Butter's ethos to build an identity that feels specific to both places at once.

Launch Collection

Year Client CATEGORY
2023 Extra Butter india Branding, Identity, Apparel Design

The Launch Collection draws from two distinct visual worlds. The apparel graphics are rooted in fluid graffiti lettering, loose, kinetic, and street-influenced, marking Extra Butter's expansion as a global brand through the energy of the city that built it. The Chai Sutta creative takes a different turn, reaching back into Indian visual vernacular: matchbox art, old-world advertising, and the bold graphic economy of retro print. Together, the collection holds both references without forcing them into the same register.

Monogram

Year Client CATEGORY
2023 Extra Butter India Branding, Identity

It began as a request for a single Devanagari monogram for Extra Butter grew into something more unexpected. As the project evolved, the brief expanded to include an English counterpart, and in working the two scripts together in a repeating pattern, something unplanned emerged: the arrangement organically echoed the Greek key motif, the geometric border found on New York's iconic deli coffee cups. The coincidence became the concept. The English version locks 'EB' into a geometric maze of that same motif, with curved interior edges that keep the letterforms legible and architecturally bold. What started as a bilingual branding exercise became a visual bridge between writing systems, cities, and cultural geometries.