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Mrda : a café where earth meets art, and stories find a place to bloom.
Mrda is a café born from a love for art, earth, and the beauty of slow living. It is an artist’s retreat, a place for painters who notice how the light shifts, for musicians who find melodies in the wind, and for writers who let their thoughts flow like rivers.
This project honors the beauty of spaces that breathe.
Date: 28.11.24
It all started with a name Mrda. A word I hadn’t heard before, but it carried a strange comfort,
like soft soil under bare feet. I didn’t know what the project would become, but I knew it was
something rooted, something waiting to grow.
When I first sat down with the team, the brief wasn’t just a design assignment. It was an
invitation to step into a space built by artists for artists. A place that wasn’t chasing trends
or fast-paced branding tactics, but rather, was simply… being. Present, intentional, and soulful.
Ali sir : Esha, do you know what Mrda means?
Esha: It’s a sanskrit word, right?
Ali sir: Yes, it means soil. Its not just a cafe, its a place
made by artists for the artists. I need you to feel this place,
don’t brand it, understand it first.
Every story begins somewhere. This is where mine began with a
spark, a conversation, and a café waiting to be understood.
THE SEED
Chapter 1
Excited!
Date: 28.11.24
It all started with a name Mrda. A word I hadn’t heard before, but it carried a strange comfort,like soft soil under bare feet. I didn’t know what the project would become, but I knew it wassomething rooted, something waiting to grow.When I first sat down with the team, the brief wasn’t just a design assignment. It was aninvitation to step into a space built by artists for artists. A place that wasn’t chasing trendsor fast-paced branding tactics, but rather, was simply… being. Present, intentional, and soulful.
Every story begins somewhere. This is where mine began with a spark, a conversation, and a café waiting to be understood.
THE SEED
Chapter 1
Ali sir : Esha, do you know what Mrda means?
Esha: It’s a sanskrit word, right?
Ali sir: Yes, it means soil. Its not just a cafe, its a place
made by artists for the artists. I need you to feel this place,
don’t brand it, understand it first.
Excited!
THE DIRECTION
The aim was clear in my mind: to let Mrda’s story surface naturally.
To develop a visual identity rooted in its values such as slow living, earthiness, and cultural artistry. I want to build an identity system that feels tactile, timeless, and culturally grounded like Mrda itself.
OBJECTIVES
To create branding that feels intentional and handmade.
Design menu & collaterals that feel like part of the space.
Communicate the experience, not just the offering.
Stay authentic to Mrda’s voice, values, and vision.
Date: 20.02.25
A brand’s form is more than just its appearance it’s the tangible expression of its soul.
In this chapter, we explore how Mrda takes shape through thoughtful design decisions that honour its earthy roots and slow-living philosophy. Every element, from typography to textures, has been crafted to feel warm, honest, and human like a quiet conversation or a handwritten note. This chapter brings together the visual identity, aesthetic direction, and the overall look and feel of Mrda, capturing not just how it looks, but how it lives in the world.
Form is where feeling meets function.This chapter traces how Mrda’s visual identity flows gently from its values and voice.
THE FORM
Chapter 2
Every detail should say: someone cared enough to make this..
Think earthy, not loud. Honest, not ornate.
The Mrda logo embodies the brand’s earthy, soulful essence with quiet intention. Its handwritten form feels warm and human, while the macron over the ‘A’ invites a pause, honoring its Sanskrit roots. The subtle star beneath the ‘R’ symbolizes culture and creativity, a mark of something handmade, grounded, and deeply felt.
LOGO PHILOSOPHY
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