QD

QD is a restaurant in Delhi, India, where I discovered Tandoori Momos for the first time. Their distinct flavour still makes my mouth water, nine years later. Not many know about this restaurant or the dish, which is why I call it Delhi's best-kept secret.

The identity of the place did no justice to the delicacy it serves. So I took this on as a personal project: to rebrand the restaurant, bring some of that hot flavour back, and make something people wouldn't be able to miss.

I started by asking: "What's the one thing QD does better than anyone?"

The answer was simple: the Tandoori Momos.

Brand narrative: QD helps people uncover the flavours of the tandoor.

The one big idea for the transformation: a burning desire for tandoor.

The identity draws on how the food is made, what the flavour feels like, and what the brand should look and feel like.