Stop at the cow is a company that brings you
the real taste of Indian chai tea. This chain of
take away restaurants brings the chai wallahs
from the streets of India to the West.
The branding project includes conceptualisation,
naming, logo, stationary and advertisement, as
well as a corporate identity manual.
Logotype was inspired by Devanagari alphabet.
A script used for over 120 languages around the
world,including Hindi, and easy recognisable by a
horizontal line that runs along the top of full letters.
The identity was developed around the figure
of the cow, a sacred animal in India who provides
the milk that makes chai tea so special.
The brand uses a light Indian yellow as corporate
color. This pigment, originally manufactured in rural
India, has been used there to paint beautiful minia-
tures since 15th Century.