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circle sixty nine
circle sixty nine

CIRCLE SIXTY NINE

A European-style bistro and art cafe nestled in Mumbai’s premier culture club for creative and wellness enthusiasts.

Rebrand

Brand Positioning
Visual Identity
Print Collaterals
Packaging Design
Space Branding
Digital Experience

Industry

Lifestyle
Social Enterprise

Location

India

Where nature, art, and food meet to nourish

Kathiwada City House (KCH) is a 1940s art deco structure in a quaint neighbourhood in South Mumbai. It is home to a private members’ club for the art, design, and wellness community called Circle 1434. The House decided to open its doors to the broader public with a new offering – a blend of an art gallery and a bistro. The name of the bistro, Circle Sixty Nine, references the members’ club (Circle 1434) and the address of KCH (69, Pochkhanwala Road, Worli).

Turntable was invited early on to collaborate on this new venture. We worked closely with the bistro’s founders, Sangita Kathiwada and Aditi Dugar to create a cohesive concept and brand experience. By offering an ingredient-focused menu in a space nestled under a canopy of trees, Circle Sixty Nine could provide food, art, and nature to urban folk. And so, we quickly arrived at this central idea – a new space in the heart of the city with not one but three mediums working in tandem to nourish the body, nurture creativity, and rejuvenate the soul.

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Visual Identity System

For the branding, we wanted to break away from the obvious connotations of the number 69. Instead, we wanted to draw attention to the location and the themes of balance and interconnectedness inherent in the visual form of the number.

We let the name and its form (a circle, the numbers six and nine) organically lead us to the brandmark – lines inclined at 60° to construct the symbol that reads the same when rotated to 180°. We created a versatile set of logos, playing with the brandmark’s ambigrammatic nature and flexibly combining brand elements.

Colour and Space

We drew inspiration from the foliage in and around the space, particularly the large Barringtonia trees. The design of the space extended the visual language of the club, and we, too, aligned with it. Ultimately, the brand identity and space design heavily influenced each other to create a harmonious experience.

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circle sixty nine
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Sustainabile Sensibilities

Single-colour black or white screen printing on papers that are self-coloured helped us to reduce consumption of printing inks and to allow for low volume runs. We used recycled paper wherever possible. When recycled paper was not available, we curated from responsible, certified sources.

A menu designed for reuse – an ingredient-focused menu is, of course, seasonal. We knew the menu would be updated frequently, so we created a system where menu pages could be changed on demand. Order booklets are  lso a regularly used and wasted collateral. They have a short life and are not recyclable. We came up with a simple design, turning this collateral into a recyclable one with extended usage. Creating a digital menu also helped us restrict the number of physical menus produced.

A space that celebrates nature must have a website that respects the environment. The bistro’s website is a low carbon single-pager, defining its positioning while giving users all the info they need.

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OTHER WORK

QASA

Come Home

■ HOSPITALITY & REALTY ● BRAND CREATION

RIBBON

Grow Together

■ FINTECH ● BRAND CREATION

CHINDI

Made from nothing

■ LIFESTYLE ● REBRAND