Unika Dhakhwa

Maricha Branding Identity

A Newari fusion bakery café brand identity that brings traditional architecture, patterns, and cultural elements into a warm and contemporary visual system.

Mari-cha, named after "mari" meaning delicacy or bread, and "cha," a term of endearment, is a café and bakery celebrating the rich flavors of Newari culture from Nepal. Offering yomari, lakhamari, gwaramari, chiya, and other cultural delights, Mari-cha brings the flavors of Nepal to life in every bite.

Inspired by traditional Newari architecture, Mari-cha offers a cozy space where heritage meets modern taste, inviting guests to experience the warmth of Newari culture in a fresh, welcoming environment.

THE BRAND

Newari architecture as the main visual reference

Intricate wood carvings inspired patterns and detailing
Brick textures influenced the material and spatial feel
Warm, earthy tones shaped the color palette
Traditional craftsmanship guided the overall visual language
Modern comfort helped balance heritage with a contemporary feel

MOODBOARD & INSPIRATION

I explored visual motifs inspired by Newari architecture and traditional craftsmanship, using key cultural references to guide early sketches. These ideas were then refined into digital forms and paired with typography to shape Mari-cha’s visual identity.

INITIAL EXPLORATION

VECTOR ITERATIONS

I explored different vector directions using symmetry, repetition, and geometric forms inspired by Newari architecture, gradually refining them into a cohesive visual identity.

The design process started by identifying keywords that encapsulated the brand's core values. These concepts were then translated into visual ideas, initially explored through mind maps and sketches. From there, the process evolved by integrating icons, indices, and symbols, which expanded and refined the original concepts into a more cohesive and dynamic visual language.

LOGO DEVELOPMENT

Inspired by traditional Tiki-Jhya designs, these patterns were created by repeating, rotating, and rearranging parts of the Mari-cha logo. The different combinations helped create a flexible pattern system that could be used across packaging, menus, and other brand materials while still keeping the identity consistent.