Founder · Creative Director
The logo was constructed to flow naturally, the singular relationship between the ‘O’ and ‘S’ in particular reference the idea of a calligraphic gesture, and being able to write the mark in essentially two singular strokes.
We added a few flourishes that spoke to the conceptual intent. I liked the fact that in essence it’s quite a contemporary, stylised typeface but wanted to use it in a relatively refined and classic way.
Colour has great symbolic power in Indian culture, and the inspiration came from 15th-century depictions of Holi festivals and the natural dyes and pigments used to paint them.
London-based studio The FUTURE they PROMISED created a refined brand identity for SOMA, a Soho cocktail bar inspired by Indian heritage and architecture. The project features a custom logomark referencing calligraphic gestures, a bespoke cut of WT Monarch Nova, and a luxurious tactile material palette. The design balances contemporary and classic aesthetics through thoughtful typography, color, and print finishes.
The Brand Identity interviews London-based studio The Beautiful Meme about their philosophy, evolution, and current projects. Founded by Tom Sharp and Ben Haworth, with Ross Fordham joining as Creative Director, the studio focuses on creating brand identities, campaigns, and cultural design work. They discuss their approach to experimentation, personal projects, and inspirations beyond graphic design.