Brand Guidelines · 2026
K_Kitchen
ગુજરાત રો સ્વાદ
Gujarat Ro Swaad
The complete identity system for K_Kitchen
G-4, Dhanshree Tower 1st
Central Spine, Vidhyadhar Nagar
Jaipur, Rajasthan
Version 1.0 · 2026
01
Chapter One
Brand Foundation
Brand Story

Who We Are

Est. by the Agarwal Family · Jaipur

Our journey started where the flavors are boldest · in the bustling streets of Gujarat. We ran a beloved restaurant there, serving generations of families the exact recipes passed down through our own.

But when life brought our family to Jaipur, we noticed something missing. Despite the vibrant food culture and the large community of Gujaratis making the Pink City their home, the true, uncompromised taste of our heritage was nowhere to be found.

People were craving the authentic sweetness of a perfectly steamed Khaman, the delicate spice of Khandvi, and the comforting warmth of a traditional thali.

So, we decided to fill that gap.

K_Kitchen isn't just a kitchen · it's our love letter to Gujarat, recreated fresh every morning right here in Jaipur.

"No shortcuts. No fusion. Just the authentic Swad you've been missing."
Brand Purpose

Mission, Vision & Values

Mission
Bring authentic Gujarati flavour to every table in Jaipur.
To serve the Gujarati community in Jaipur and anyone who craves authentic regional food · with the same love, recipes, and standards of a family kitchen in Gujarat.
Vision
Be the home away from home for every Gujarati in Jaipur.
To become Jaipur's most trusted and beloved Gujarati cloud kitchen · the name people think of when they close their eyes and want to be back home.
Values
  • ● Authenticity above everything
  • ● Made fresh, made daily
  • ● Family-made, never franchised
  • ● Generational recipes, zero shortcuts
  • ● Community comes first
Audience

Who We Serve

The Homesick Gujarati
Professionals, families and students who moved to Jaipur from Gujarat and miss the authentic taste of home. They know exactly what good khaman tastes like.
The Curious Foodie
Jaipurites who love food and want to experience authentic regional cuisine beyond their usual comfort zone. They're adventurous and Instagram-first.
The Community Host
Gujarati families ordering for gatherings, kitty parties, office events and occasions where they want to serve authentic food that reminds everyone of Gujarat.
The Health Aware
Gujarati food is inherently light and vegetarian. Customers who prefer clean, wholesome, traditionally prepared snacks over fried fast food.
02
Chapter Two
Logo & Identity
Logo System

The Logo

K_Kitchen
ગુજરાત રો સ્વાદ
Primary · Dark Background
K_Kitchen
ગુજરાત રો સ્વાદ
Primary · Light Background
K_Kitchen
ગુજરાત રો સ્વાદ
Gold Mono · Black Background
K_Kitchen
Gujarat Ro Swaad
Wordmark · White Background
Logo Anatomy
K_Kitchen
Wordmark
"K_Kitchen" set in
Playfair Display Bold
with tight letter-spacing
The Underscore
The "_" in Saffron Gold
connects K and Kitchen ·
a bridge between two worlds
Clear Space
K_Kitchen
Always maintain a minimum clear space equal to the height of the "K" around all sides of the logo. Never crowd the logo with other elements.
Logo Usage Rules
✓ Do
  • Use on approved backgrounds: Crimson, Cream, Black, White, Gold
  • Always keep the underscore "_" in saffron gold #F4A020
  • Maintain the Gujarati tagline beneath when space allows
  • Scale proportionally · never stretch or compress
  • Use sufficient contrast · minimum 4.5:1 ratio
  • Use Playfair Display Bold exclusively for the wordmark
✗ Don't
  • Don't place on busy photographic backgrounds
  • Don't change the underscore color to anything other than gold
  • Don't use decorative effects: shadows, gradients, outlines on type
  • Don't rearrange or restack the wordmark elements
  • Don't use the logo smaller than 120px wide digitally
  • Don't recreate the logo in any other typeface
Brand Voice · Tagline

Gujarat Ro Swaad

ગુજરાત રો સ્વાદ
Gujarat Ro Swaad · "The Taste of Gujarat"
"Where Gujarat
Comes Home."
Primary Tagline
Gujarat Ro Swaad
Used as the primary brand tagline across all touchpoints. Always paired with the logo. The Gujarati script version leads, with the romanized version below it.
Secondary Taglines
  • "Where Gujarat Comes Home."
  • "No shortcuts. No fusion."
  • "Made fresh. Made with love."
  • "The taste you've been missing."
03
Chapter Three
Color System
Primary Palette

Colors that Tell a Story

The K_Kitchen color palette is built around two dominant colors: a deep Crimson Maroon drawn from the richness of Rajasthani spice markets, and a warm Saffron Gold that recalls the turmeric-bright food of Gujarat. Together they are warm, premium, and unmistakably Indian.

Crimson Maroon
#7B1A1A
RGB 123, 26, 26
Primary brand color. Page backgrounds, dark sections, primary containers. The brand's dominant color.
Saffron Gold
#F4A020
RGB 244, 160, 32
Accent and highlight color. CTAs, underscores, accents, taglines, labels. Always used sparingly for maximum impact.
Deep Maroon
#3D0F0F
RGB 61, 15, 15
Footer, deep background surfaces, overlay base. Darkest brand tone for depth and contrast.
Warm Off-White
#FFF8F0
RGB 255, 248, 240
Primary text on dark backgrounds. Headlines and body text on crimson or dark maroon surfaces.
Warm Cream
#F5D9B5
RGB 245, 217, 181
Secondary text on dark backgrounds. Body copy, captions, supporting text on crimson surfaces.
Parchment
#F5EFE6
RGB 245, 239, 230
Light section backgrounds. Story section, menu descriptions, about pages. Creates contrast from the dark crimson.
Spice Brown
#5C3A2A
RGB 92, 58, 42
Body text on light/cream backgrounds. Story paragraphs, long-form copy on parchment surfaces.
Chutney Green
#2D6A4F
RGB 45, 106, 79
Tertiary accent. Success states, "Do" indicators, fresh ingredient callouts. Use very sparingly.
Approved Color Combinations
K_Kitchen
Gujarat Ro Swaad
Crimson + Cream + Gold
K_Kitchen
Gujarat Ro Swaad
Gold + Dark Maroon
K_Kitchen
Gujarat Ro Swaad
Parchment + Crimson
K_Kitchen
Gujarat Ro Swaad
Black + Gold Mono
04
Chapter Four
Typography
Type System

Fonts that Feel Like Food

K_Kitchen uses a three-font system. Playfair Display brings warmth and heritage to headlines. Inter provides clean readability for body copy. Hind carries the Gujarati script that grounds us in our roots.

Playfair Display
Display / Headlines / Subheadings
Google Fonts · Free
Weights: 400, 500, 700
Styles: Regular, Italic, Bold, Bold Italic
Gujarat Ro Swaad
Where Gujarat Comes Home.
Nylon Khaman · Khandvi · Tam Tam Dhokla
Playfair Display is used for all headings, food item names, taglines, pull quotes, and any text that requires warmth, character, and premium feel. Use italic for emotional moments and subheadings. Use Bold for headlines.
Inter
Body / Labels / Navigation / Captions
Google Fonts · Free
Weights: 300, 400, 500, 600
Style: Regular only
Made fresh every morning. No shortcuts, no pre-made bases, no compromises. Every item on our menu is prepared exactly as it was in our Gujarat restaurant · with the same proportions, the same tempering, the same love that our customers have trusted for generations.
Established · Vidhyadhar Nagar · Jaipur · Open 10AM to 7PM
Inter is used for all body copy, captions, labels, navigation items, phone numbers, addresses and any text requiring clarity and legibility. Always use regular weight for body and medium/semibold for labels and CTAs.
Hind
Gujarati Script · Cultural Accent
Google Fonts · Free
Weights: 300, 400, 500
Supports Devanagari
ગુજરાત રો સ્વાદ
Gujarat Ro Swaad · The Taste of Gujarat
Hind is used exclusively for Gujarati script text · primarily the tagline "ગુજરાત રો સ્વાદ". It always appears with the romanized transliteration in Inter below it. Use Light or Regular weight only. This font is our cultural anchor.
Type Scale
Role Font Size / Weight Preview
Hero Headline Playfair Display Italic 72–80px / 700 Gujarat Ro Swaad
Section Headline Playfair Display 48–56px / 400 Nine Dishes. One Thali.
Food Item Name Playfair Display Italic 26–32px / 400 Tam Tam Dhokla
Body Copy Inter Regular 17–18px / 400 Made fresh every morning, just like in Gujarat.
Caption / Label Inter Regular 11–13px / 500 Open 10AM to 7PM · Vidhyadhar Nagar
05
Chapter Five
Voice & Tone
Brand Voice

How We Sound

K_Kitchen speaks like a warm, proud Gujarati family hosting you at their table. Not corporate. Not cold. Not overselling. Just honest, warm and rooted in genuine love for the food and culture.

We Are
  • Warm · we speak like family, not a brand
  • Proud · of our heritage, without being boastful
  • Honest · no exaggeration, no hollow promises
  • Poetic · food deserves beautiful language
  • Rooted · Gujarati phrases and cultural references feel natural
  • Premium · but never pretentious or out of reach
We Are Not
  • Corporate · no buzzwords, no "leverage synergy" language
  • Gimmicky · no forced puns or cringe food jokes
  • Cold · never transactional or impersonal
  • Loud · we don't shout, we invite
  • Apologetic · we're confident in what we make
  • Trendy for trend's sake · authenticity over virality
Writing in Practice
✓ Sounds Like Us
"The softest Nylon Khaman you've had outside Gujarat. Made fresh every morning. No shortcuts, ever."
→ Specific, confident, honest, warm
✗ Doesn't Sound Like Us
"Indulge in our premium artisanal khaman crafted with farm-to-table ingredients and culinary expertise."
→ Cold, hollow, pretentious, forgettable
✓ Sounds Like Us
"When you close your eyes eating our Khandvi, you should feel like you're back in Gujarat."
→ Emotional, evocative, true to the brand story
✗ Doesn't Sound Like Us
"Order now and get 20% off!! Limited time MEGA DEAL!! 🔥🔥 Don't miss out!!!"
→ Desperate, cheap, undermines brand trust
06
Chapter Six
Menu Identity
The Menu

Nine Dishes. Each One a Story.

01
Nylon Khaman
The softest, most pillowy khaman outside Gujarat. Steamed fresh daily, tempered with mustard seeds and curry leaves. The dish that started it all.
02
Khandvi
Paper-thin gram flour rolls, hand-rolled every morning. Garnished with fresh coconut and coriander. A dish that takes years to perfect · we've had decades.
03
Surti Patties
Flat, golden-crispy patties with a spiced filling that bursts with every bite. A beloved Surti street snack that very few in Jaipur have tasted · until now.
04
Idla (White Dhokla)
Pure white, impossibly soft. The purist's dhokla · no turmeric, no shortcuts, just clean fermented gram flour perfection with green chutney.
05
★ Signature
Tam Tam Dhokla
Our most talked-about dish. Golden-fried chunky cubes in a sticky tangy masala. The dish that made K_Kitchen famous in Vidhyadhar Nagar. Try it once.
06
Sev Khamni
Crumbly bright yellow mixture topped with crispy sev and pomegranate seeds. The most colorful and vibrant corner of your thali.
07
Idli (Small) Masala Fried
Ring-shaped mini idlis, deep fried to golden crispy perfection and tossed in a dry Gujarati masala. South Indian texture, Gujarati seasoning.
08
Chana Dal Dhokla
Rustic, dense, old-school Gujarati. Made with whole chana dal for a coarser, nuttier texture. Tempered with dried red chili and mustard seeds. The real thing.
09
Pizza Dhokla
Our most Instagrammed creation. Thick dhokla base topped with bell peppers, sweet corn, melted mozzarella, oregano and chili flakes. Gujarat meets the world.
07
Chapter Seven
Photography & Visual Style
Visual Direction

Food That Looks Like It Tastes

K_Kitchen photography is warm, editorial and cinematic. Every image should make you feel the heat of the kitchen, smell the tempering, and reach for the food. No cold, sterile, white-background food photography.

01
Warm Lighting Always
Use warm, soft studio lighting from above or from one side. The food should glow · yellows should be bright, oils should glisten, greens should pop. Never use cold or blue-toned lighting.
02
The Thali is Sacred
The traditional steel thali is our most important visual element. Always shoot it clean, gleaming, and as the hero of the frame. The thali represents the fullness of our offering.
03
Crimson-Maroon Background
The deep crimson-maroon (#7B1A1A) surface is our signature backdrop. It makes the golden yellow food pop and creates a premium, elevated, cinematic look.
04
Real Food, Real Garnish
Never fake or over-styled. Real mustard seeds, real coriander, real chutney drizzles. The food must look exactly as it is served · abundance and authenticity over perfection.
05
Cinematic Angles
Prefer dramatic 45-degree angles that show depth and layering. Overhead flat lays for thali compositions. Never straight-on / passport-photo style shots of food.
06
Generous Portions
Food should look abundant, not precious. Pile the Tam Tam Dhokla. Let the sev spill. The generosity of the portion communicates the generosity of the brand.
Color in Imagery · Use
  • → Deep crimson-maroon backgrounds
  • → Golden-yellow food tones (khaman, khandvi)
  • → Bright green chutney accents
  • → Red pomegranate seed highlights
  • → Warm white of steel thali and coconut
Color in Imagery · Avoid
  • ✗ Pure white or grey studio backgrounds
  • ✗ Cold or blue-toned lighting
  • ✗ Heavy Instagram filters or presets
  • ✗ Harsh direct flash
  • ✗ Dark, moody, underexposed images
08
Chapter Eight
Digital & Social
Digital Identity

How We Show Up Online

Website
  • Domain: k-kitchen.in
  • Background: #7B1A1A (full site)
  • Primary CTA: "Order Now" in #F4A020
  • Core Feature: Thali scrollytelling animation
  • Scroll Behavior: Smooth / Lenis
Social Media Voice
  • Tone: Warm, proud, conversational
  • Language: English with Gujarati phrases
  • Hashtag: #GujaratRoSwaad #KKitchen
  • Signature Dish CTA: "Have you tried our Tam Tam yet?"
  • Caption Style: Short, story-led, never promotional-first
Social Caption Templates
New Day
"Fresh khaman in the kitchen. Fresh coriander on top. Another morning in Jaipur that smells exactly like Gujarat. Come get yours before it's gone. 🌿"
Signature Dish
"You haven't had Tam Tam Dhokla until you've had ours. Golden-fried, masala-coated, impossible to stop eating. Jaipur's worst-kept secret. 🤫"
Community
"For every Gujarati in Jaipur who closes their eyes eating a plate of khaman and, just for a moment, is back home · this kitchen is for you."
09
Chapter Nine
Contact & Operations
Find Us

Come Hungry.

Address
G-4, Dhanshree Tower 1st
Central Spine
Vidhyadhar Nagar, Jaipur
Rajasthan
Timings
9:30 AM
to 7:30 PM
Monday through Sunday
Contact Krishna Agarwal 8209546175 Ankur Agarwal 9897639072
Online
k-kitchen.in
Hashtag
#GujaratRoSwaad
#KKitchen
K_Kitchen Brand Guidelines
Confidential · Version 1.0 · 2026 · Gujarat Ro Swaad