BRAND STRATEGY

AND DESIGN

The Qmin project for IHCL (Taj Hotels) was designed to pivot luxury hospitality into the digital-first era. Launched as a high-end gourmet delivery platform, the strategy focused on delivering the "Taj experience" to the doorstep, ensuring that fine dining remained accessible yet exclusive during a changing market. By utilizing the concept of "Quarated Quality Quisine," we positioned the brand as a premium, reliable, and sophisticated alternative to mass-market delivery apps.

The design solution features a chic, minimalist visual language centered around a bold "Q" identity that stands for quality and hygiene. We integrated an elegant palette with professional lifestyle photography to create a seamless transition from iconic hotel dining rooms to the home environment. From the user-friendly interface to the sustainable, eco-friendly packaging, every touchpoint was crafted to uphold the legacy of Taj while speaking to a modern, tech-savvy audience.