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Aidu is more than a restaurant

it's a pilgrimage, a rediscovery of tradition, and a soul reawakening. It's a love letter to the South Indian peninsula, whispered in every spice, sung in every melody, savoured in every bite. It's a canvas woven from five threads, each a vibrant hue in the tapestry of your culinary experience.

Five Senses

A symphony for your being. The aroma of cardamom entices, the tang of lime pickle awakens, and the warmth of terracotta embraces. Aidu isn't just food, it's an immersive experience that awakens every sense, transporting you to the heart of the land.

Five States

A culinary pilgrimage across the peninsula, where fiery Chettinad curries from Tamil Nadu dance alongside the emerald elegance of Kerala's thalis. Each dish whispers tales of ancient spices and sun-drenched fields, a testament to the diverse tapestry of South Indian cuisine.

Five Tastebuds

A Taste Buds sensation, where each dish celebrates the diverse flavors of South India. From the bold spices of Andhra Pradesh to the delicate aromas of Karnataka, every bite is a voyage through the region's culinary heritage, awakening your senses to a world of vibrant tastes and unforgettable experiences.

Five Fingers

A touch of tradition, where ancestral wisdom whispers in the caress of each grain. Aidu honors the South Indian practice of eating with five fingers, a communion with the earth and generations before. Each morsel becomes a connection, a story whispered on the tongue.

The delicious story of this brand started with the idea of building a South Indian restaurant that serves dishes from all 5 states of South India, in Hyderabad. We wanted people to be curious, to feel at home, and to connect.


Brand Archetype

The Nurturer

Symbolising nourishment, warmth, and hospitality, this archetype resonates with the Indian cultural tradition of hospitality, where guests are treated with utmost care and respect, mirroring the nurturing essence of a loving caregiver.

The Explorer

Representing curiosity, adventure, and discovery, this archetype aligns with Aidu's concept of exploring the diverse culinary landscape of South Indian states. It embraces the spirit of exploration and invites customers on a journey to discover the rich flavors and cultural nuances of South Indian cuisine.

We sought names that were pleasant to the ear and inclusive of all five peninsular cuisines.

The idea of Aidu emerged from two pivotal considerations.

A unifying concept that encapsulated the culinary tapestry of all five southern states.

A nod to Telugu culture, given that Aidu’s location is Hyderabad.

In Telugu, "Aidu" translates to "five," elegantly embodying our dual objectives. Beyond its linguistic significance, Aidu serves as a poignant symbol, evoking the harmony of five fingers gently caressing rice grains, the vibrant flavors that span the southern peninsula's five states, and the symphony of senses awakened within our culinary haven.

Before diving into logo design, it was imperative to grasp Aidu's brand identity. The brand aimed to celebrate the rich culinary heritage of South India while fostering a sense of belongingness. This understanding served as the foundation for all design decisions.


We sought to create a logo that not only represented Aidu’s commitment to South Indian cuisine but also paid homage to the local Telugu culture.

We studied the intricacies of Telugu letterforms, understanding their strokes, and exploring the cultural significance attached to each character. Additionally, inspiration was drawn from traditional Telugu calligraphy and typography to capture the essence of the language's visual aesthetics.


The logo is a tribute to the intricate beauty of the Telugu script, echoing the profound cultural legacy of South India. With a delightful infusion of authenticity, the logo takes a playful turn by substituting the conventional dot of the letter "i" with an accent mark inspired by Telugu punctuation. This creative twist not only adds a whimsical charm but also maintains fidelity to the essence of the language.

By blending tradition with modernity, Aidu's logo serves as a visual embodiment of its culinary identity, inviting patrons to embark on a tantalising journey rooted in authenticity and cultural pride.

* Few things which inspired us.

Inclusivity and Diversity

 It's about creating a warm, inviting space where people from all walks of life can come together, share stories, and savor the flavors of diverse cultures.

Where each dish tells its own unique story, inviting you to step out of your comfort zone and discover new flavors, textures, and aromas that will tantalise your taste buds and leave you craving more.

Curiosity and Exploration

Authenticity and Tradition

Experience the true essence of South Indian cuisine, served with love for tradition.

Aidu is more than just a restaurant; it's a gathering place where friendships are forged, memories are made, and bonds are strengthened over steaming plates of flavorful dishes.

Connection and Community

The color palette chosen for Aidu's brand identity is deeply rooted in the rich tapestry of South Indian culture and cuisine.

Vibrant green hues, reminiscent of banana leaves, symbolise freshness, vitality, and the abundance of nature that characterises South Indian landscapes.

Terracotta tones draw inspiration from the restaurant’s architectural heritage, evoking a sense of warmth, earthiness, and timeless elegance.

Symbolising nourishment, warmth, and hospitality, this archetype resonates with the Indian cultural tradition of hospitality, where guests are treated with utmost care and respect, mirroring the nurturing essence of a loving caregiver.


RGB: 247 247 229

HEX: #F7F7D7

CMYK: 05 05 11 00

RGB: 188 108 37

HEX: #BC6225

CMYK: 20 20 81 07

RGB: 212 136 116

HEX: #D4A373

CMYK: 14 30 45 03

RGB: 238 220 172


CMYK: 06 11 28 01

RGB: 247 247 229

HEX: #F7F7D7

CMYK: 05 03 11 00

What the client has to say

Our journey with Kavya Bagga Design Team was an absolute pleasure and a joyride from start to finish. Their enthusiasm for our project was infectious right from day one. They not only embraced our ideas and vision for both our brands, Aidu and Noho, but also executed them with precision, bringing our brand identities to life in ways that exceeded our expectations.

From the very beginning, they delved deep into every aspect of our brands, meticulously examining their essence, meaning, and how they would be perceived by our target audience. Through months of brainstorming and careful analysis of market positioning, they crafted branding materials that truly resonate with our customers.

Every detail, from the logo to every collateral piece, was thoughtfully curated, reflecting a perfect alignment with our vision. We are truly grateful to have worked with such a passionate team who not only understood our brands but also poured their hearts into bringing them to life. Thank you, Kavya Bagga Design Team, for an unforgettable journey!

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