TMH
Brand Identity, Packaging, Launch Campaign
Industry:
Year:
2024
A familiar host, made clearer for the generations to come.
Some establishments become part of a city by simply being there, again and again.
For over 75 years, Taj Mahal Hotel has been one of those places in Hyderabad. Families have grown up around its tables. Customers have returned often enough for waiters to know their orders. People spoke to us about visiting since their school days, while members of the staff spoke about the establishment with the kind of attachment usually reserved for home.
And somewhere in the middle of our brand exercise came a line that seemed to sum it all up:
Sambar runs in our blood.
There was already so much meaning here that our job could not begin with design.
It had to begin by listening.
The Challenge
When a familiar name begins to mean different things
Taj Mahal Hotel meant something very specific to generations of Hyderabadis: dependable vegetarian food, purity, familiarity and a place that had quietly become part of their lives.
But newer audiences did not always arrive with the same context.
Outside Hyderabad, the name Taj Mahal carried a completely different set of associations. For some, it did not immediately suggest a vegetarian establishment at all. As the audience of the city changed, a gap had begun to appear between what the establishment had always been and what a new customer might assume it to be.
Moving towards TMH could help create a more ownable future.
But before changing anything, we needed to understand what could change without losing the people who had already made the brand theirs.
The Approach
Asking the people who already knew
We began to unearth perceptions with excavation and audience survey across generations.
Rather than decide internally what parts of the past should survive, we asked customers what they associated with TMH and tested different visual territories with them.
What came back strongly were ideas the establishment itself already took pride in: legacy, heritage, purity, trust and familiarity.
The research gave us something more important than validation.
It gave us a filter.
Hold on to what people had genuinely built a relationship with. Remove the perceptions that no longer represented the establishment accurately. And allow the new system to bring greater clarity to everything in between.
Watching a brand's and its people's behaviour before designing for them.
Some of our clearest answers did not come from the survey at all. They came from sitting inside TMH and watching people.
In two neighbouring booths sat two very different customers: a Muslim diner at one table and a Hindu pujari at the other with backs facing each other, looking into their own food. Both had ordered the same food.
On another day, a regular walked directly to what seemed to be his usual table. A waiter joined him, whispered something in his ear and they laughed. No order was taken. The food arrived anyway. Until then, the customer sat listening to Jeena Isi Ka Naam Hai, taking what looked like a familiar pause in his day.
These small moments changed how we understood the establishment.
TMH was vegetarian, but it did not belong to one kind of person. Its audience included different religions, cultures, generations and even a large number of people who were not vegetarian themselves and this really showed in their drop in sales during Ramzan.
The common ground was not a demographic, it was the feeling of being welcome.
Finding the host
The more time we spent with the brand, the more its role became clear. TMH had been hosting Hyderabad for decades.
Breakfasts before work. Lunches between meetings. Family dinners. Celebrations. Hotel stays. Everyday routines. Highs, lows and all the ordinary days in between.
Some customers had known the staff long enough for the relationship to travel beyond the establishment, with employees eventually being invited into their homes and celebrations too.
That gave us a more human way of understanding the brand. Not simply as a heritage restaurant and hotel. But as The Perfect Host.
The Solve
Letting the audience into the decision
We developed two identity directions from what we had learnt and took them back to TMH’s customers.
One emerged clearly around the qualities they already valued most: legacy, heritage, purity and trust.
It was not necessarily the more unexpected answer, but was the more truthful one. And for a brand with 75 years of relationships behind it, truth mattered more than novelty.
The chosen direction gave TMH a visual language that could feel both new and already understood.
Building clarity around TMH
The new system helped establish TMH as a stronger marker of recognition while making its vegetarian offering more immediately clear.
From there, the language extended into packaging and physical and digital communication, allowing the brand to speak more consistently across the different ways people encounter it. The intention was to give what people already loved enough structure to continue travelling forward.
A relationship that continues
Perhaps the most valuable thing we discovered during the process was that TMH’s legacy did not live primarily in its age but in its relationships. Between a waiter and someone whose order no longer needs asking. Between two people from completely different worlds eating the same breakfast. Between an establishment and generations of families who have allowed it to become part of their routines.
The new identity simply gives those relationships a clearer home, because after 75 years of hosting people, the real question was never how to make TMH feel brand new, but to make sure the next generation could find their place at the table too.