In-N-Out Launch in India
Typography/Brand Identity/Installation Design
Translating In-N-Out Burger's visual identity into Devanagari and developing an interactive typographic installation inspired by a shared philosophy between the brand and a commercial artist.
Role:
Typographer, Brand Research, Installation Designer
Tools Used:
Adobe Illustrator, DIY Lenticular, Painting
Understanding The Brand
In-N-Out Philosophy
Founded in 1948, In-N-Out Burger has built its identity around simplicity, consistency, and quality. Rather than offering an extensive menu, the brand focuses on a handful of fresh, made-to-order products, creating an experience that is recognizable, reliable, and memorable. Its bold visual identity and minimal approach demonstrate how restraint can become a defining strength.
Transliterating to Devanagari
The brand's introduction to India involved transliterating the original wordmark into Devanagari, maintaining its visual character while adhering to Maharashtra's commercial signage requirements. This adaptation ensured local relevance while preserving immediate recognition of the brand.
Final Devanagari Logo
Digital Iterations
Understanding on Paper
Original Logo
In-N-Out X C. Mohan
My group selected the renowned poster artist C. Mohan, whose iconic hand-painted Bollywood posters celebrated bold storytelling through expressive typography, vivid colour, and instantly recognizable imagery. While his visual language differs greatly from In-N-Out's restrained identity, both share a common philosophy: creating memorable experiences through clarity rather than complexity. One communicates through minimalism, the other through theatrical expression, yet both rely on strong visual impact to remain unforgettable.
Installation Concept
The final installation combines In-N-Out's philosophy of simplicity with C. Mohan's dramatic visual language through a playful reinterpretation of the iconic film Sholay. The Devanagari wordplay "खाले" (Khalay), meaning "to eat," transforms into a dynamic lenticular installation that shifts as viewers move, revealing burgers, cinematic references, and the tagline "Yeh burger mujhe dede Thakur." Designed for the Film City canteen, the installation explores how typography, language, and spatial interaction can create a culturally localized brand experience without relying on digital technology.
*This project is for educational purposes only.