Mumbai’s food scene is on fire—new flavours, bold formats, and a growing appetite for global cuisine. As someone with a genuine interest in food and branding, I’d always wanted to work on a project in the F&B space. When the right opportunity didn’t come along, I decided to cook one up myself. 

Collaborating with an art director friend, we conceptualized a brand from scratch. Meet Asterisk - a ramen bar that's inspired by Japanese flavours but thoughtfully adapted for the Indian palate. From the name and logo to the brand identity, tone of voice, visual language, packaging, and communication strategy—we crafted every element ourselves. No brief, no client—just a shared love for bold ideas and good food.