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JaiJai is a tribute to London's colorful Indian community. It celebrates the creative spirit which the fusion of a modern urban lifestyle and Indian tradition historically has brought forth. JaiJai is not just about the food, it's about being part of urban pop culture. That's why we build the brand with classic premium codes broken up with raw street art elements at the same time.
The Indian diaspora, a history of fusions, is reflected in the design, when graffiti meets clear grotesques, graphic symbols meet elegant serifs, free artistic arrangements meet strict order and different layers overlap, like influences from different cultures. The brand identity symbolizes the intercultural synthesis of art, culture and cuisine - it is cultural awakening on a plate.
JaiJai is a brand for the movers, shakers and foodies out there. Its founder Kiran lived in London and fell in love with the diverse Indian-inspired restaurants there – a fantastic food culture that has not yet made the breakthrough on the mass market. By chance Kiran met Gaurav, who at the same time was successfully defending a Michelin star. The two quickly agreed to make restaurant-quality Anglo*indian food accessible for everybody. The result is JaiJai – cultural disruption on a dish. A wild mélange of multiple influences, backgrounds and ancestries make sure there is a story in every meal, not just ingredients and nourishment. It is food as a human expression. Like art, just easier to digest.