Branding and Environmental graphics for a cafe conceptualized for millennials aged 20-35.

Zee TV is India’s largest media network. And now as an extension of the brand -they offer a unique physical portal to its audience with this chain of cafes in multiple cities.


Retail Design, Graphic Design



Design studio

FITCH, Mumbai


2017 - 19

Every Zee5 LOFT is a ‘community studio’ for live content, talent auditions, events and fandom creations. A multi-sensory ‘urban chameleon’ of localised entertainment, drink and food-theatre relevant to its local culture and audience.

Banglore  |  Pune  |  Ahmedabad

Graphic Language

Graphic elements are created to be flexible and ever-changing while adopting a light tone of voice. Every cafe uses local phrases, elements from the area for its architecture and graphic design.

A graphic system which can continue to create multiple patterns used in various proportions through the space and restaurant merchandise.


The brand pattern is used as a signature for all cafe flooring. Stores can play up this pattern on the facade and window too.

pattern tiling

zee5 loft cafe graphic

© 2019 by Riddhi Vakil | The work showcased in this website is the sole property of either the agency it is created at or the respective clients it is produced for unless stated otherwise. These materials may not be reproduced, distributed, modified or reposted without the express written permission of the parent entities.