Delhi 9 — Brand Book

01 — Brand Story

Where Delhi
lands in Bangalore.

"You don't have to go to Chandni Chowk for the taste of home. Just find the kiosk with the orange sign."

Delhi 9 was born from a simple truth: the best North Indian food doesn't come from fancy restaurants. It comes from a thela on the corner, a dhaba on the highway, a mother's kitchen on a Sunday afternoon.

Positioned near the Mysore Expressway in Bangalore, Delhi 9 is the pit stop for students craving chole bhature, working professionals needing a chai break, and bikers on weekend rides who want something real — not a curated, sanitised version of street food.

We keep overheads low so we can keep the flavour high. A kiosk, a hot griddle, and an uncompromising masala. That's all Delhi 9 needs.

Our Mission

To serve authentic North Indian flavours, fast and affordably, to anyone who craves a taste of home — whether they're from Delhi or discovering it for the first time.

Our Audience

🎓 College students (homesick for UP/Punjab/Delhi flavours)
💼 Working professionals on a lunch budget
🏍️ Weekend bikers stopping on the expressway
🏠 North Indians relocated to Bangalore
🌶️ South Indians who love bold, spicy food

Brand Values

✦ Authenticity over aesthetics
✦ Affordability without compromise
✦ Warmth and cultural pride
✦ Speed with soul

02 — Logo & Identity

The Mark of
Delhi 9.

The logo uses the numeral "9" as the dominant visual anchor — bold, unforgettable, and streetwise. "DELHI" in structured serif grounds the identity in geography and culture. The Kalam tagline in Hindi-script aesthetic adds a handwritten, human warmth.

DELHI

Seedha Dilli Se

Primary — Maroon Background

DELHI

Seedha Dilli Se

Reversed — Cream Background

DELHI

Seedha Dilli Se

Accent — Saffron Background

DELHI

Seedha Dilli Se

Dark — Black Background

DELHI

Icon Mark — Square Format

DELHI

Seedha Dilli Se

Festive — Gold Background

Clear Space

Maintain minimum clear space of 1× the height of the "9" numeral on all sides. Never crowd the logo.

Minimum Size

Digital: 48px height minimum. Print: 15mm height minimum. Icon mark only: 24px digital.

Never Do

Do not stretch, rotate, recolour outside palette, add drop shadows, or place on busy photographic backgrounds.

03 — Colour Palette

The Colours of
a Delhi Sunset.

Every colour in our palette is drawn from the sensory world of North Indian street food — the saffron of hot ghee, the deep maroon of a dal makhani pot, the gold of a fresh paratha, and the cream of lassi in a matka glass.

Saffron Street #E8611A

Primary brand colour. CTAs, logo accent, post borders, packaging highlights.

Maroon Masala #8B1A1A

Secondary brand colour. Backgrounds, headings, packaging base, kiosk signage.

Paratha Gold #D4960A

Festive accent. Dividers, price tags, premium event collateral, Diwali promos.

Lassi Cream #FDF6E3

Page backgrounds, reversed text backgrounds, packaging fill, website base.

Turmeric Flash #F5C518

Price tags, badges, bright accent on dark backgrounds. Use sparingly.

Chutney Green #4A7C59

Vegetarian badges, "fresh" labels, seasonal specials. Contrast element only.

Kali Mirch #1A0A00

Deep backgrounds for night-mode or dramatic posts. Primary text on light.

Primary Pairings

Saffron + Cream

Maroon + Turmeric

Black + Saffron

Gradient Usage

Maroon → Saffron · Signature gradient for posts

Black → Maroon → Saffron · Drama posts, reels

Seasonal Overlays

Diwali: Gold dominant
Independence Day: Tri-colour accents
Summer: Turmeric + Mint Chutney
Winter: Deep maroon + cream
Eid/Holi: Full colour burst

04 — Typography

Fonts that
taste like home.

Four distinct typefaces work together to create a layered, culturally resonant typographic system — from the commanding Bebas Neue headlines to the warm, handwritten Kalam that evokes a chalk menu board outside a Dilli dhaba.

Display / Logo Mark

Bebas Neue

Delhi 9 — ₹99 Special

Usage: Logo numeral, kiosk signage, price tags, social media headlines, menu boards.
Weights: Regular (400) only
Tracking: +50 to +200

Headline / Brand Name

Rozha One

Ghar Ka Khana, Dilli Style

Usage: Section headlines, campaign titles, packaging brand name, Instagram captions (first line).
Weights: Regular (400) only
Note: Based on Devanagari-influenced strokes

Editorial / Subheadings

Playfair Display

Authentic. Affordable. Alive.

Usage: Pull quotes, event promotional material, long-form captions, blog/reel cover text.
Weights: Bold (700), Black (900), Bold Italic
Note: Italic adds elegance and contrast

Handwritten / Warm Moments

Kalam

Aaj kuch masaledaar khao! 🌶️

Usage: Taglines, chalk-menu aesthetics, Instagram stories, festive posts, handwritten feel moments.
Weights: Bold (700)
Note: Evokes chalkboard menus of Dilli dhabas

Body Copy / UI / Captions

DM Sans

Regular · Medium · SemiBold

300 Light: Perfect for longer captions, about sections, and website body copy where readability over long distances matters.

500 Medium: Used for menu item descriptions, social media captions, hashtags, and general interface text at comfortable reading sizes.

600 SemiBold: Navigation items, labels, badge text, price displays secondary to Bebas Neue, and all-caps small text with tracking.

Usage: All body copy, captions, menu descriptions, website text, email copy, analytics labels.
Sizes: 11–16px digital / 8–12pt print
Line height: 1.6–1.8 for body, 1.2–1.4 for display

Type Scale Reference

DISPLAY 72px H1 48px Heading H2 32px Subheading H3 20px Section Title BODY 15px body copy — readable, warm, and unhurried LABEL 10PX LABEL TEXT — ALL CAPS TRACKED

05 — Voice & Tone

We speak like
your favourite chacha.

Delhi 9's voice is the guy at the dhaba who calls you "yaar" the second time you visit. It's warm, a little cheeky, deeply proud of the food, and zero pretension. We mix Hindi and English naturally — not as a performance, but because that's how we think.

Desi & Direct

We don't dress things up. If the butter chicken is fire, we say it's fire. Short sentences, punchy delivery, no corporate fluff.

"Ek plate chole bhature. Baat khatam."

Warm & Familiar

We speak to customers like they're regulars, even on the first visit. Use words like "yaar," "bhai," "come, try once."

"Yaar, tu nahi aaya toh kya missed kiya 😭"

Proudly North Indian

We celebrate Dilli culture, Punjabi dhaba energy, and UP street food without apology. Our roots are our strength.

"Dilli ka swad, Bangalore ke dil mein."

Witty & Relatable

Millennial/Gen Z Hinglish humour. Food puns welcome. Self-aware. Lightly funny without trying too hard.

"Monday motivation: Paneer tikka. Tuesday motivation: Also paneer tikka."

Rider-Ready

For the highway audience — adventurous, free-spirited, quick. "Take a break, eat well, ride on." Content for bikers should feel kinetic.

"Mysore highway mein ho? Pit stop hai ready 🏍️"

Never Formal

No "Dear Valued Customer." No "We are pleased to inform." Delhi 9 talks, it doesn't announce.

"Bhai, aaj extra makhan? Bilkul haan. Aana."

07 — Packaging

Every wrapper
tells our story.

Packaging is the last brand touchpoint before someone takes the first bite. Delhi 9's packaging is bold, minimal-waste, and culturally expressive — every item should feel like it came from a place that cares.

Paper Bag

Primary Takeaway Packaging

Kraft paper bag in natural brown with a full-face maroon print zone. The "9" numeral printed large in saffron on the front. Tagline in Kalam font along the bottom edge.

MaterialUnbleached kraft paper · 100% recyclable

SizesS (snacks), M (1–2 items), L (family/group order)

Print ZonesFront face: Brand logo + tagline. Side: Ingredients info in DM Sans.

HandleTwisted kraft rope in maroon

InkSoy-based inks · 2-colour print

DELHI

Seedha Dilli Se — Dil Se

Chai Cup

Disposable Beverage Cup

White paperboard cup with a full-wrap saffron-to-maroon gradient print. The brand mark centred. "Chai / Lassi / Shikanji" listed in small Bebas Neue below. A QR code for Instagram handle on the back.

MaterialDouble-wall paperboard · no plastic lining option

Sizes180ml (chai), 350ml (lassi / cold drinks)

PrintFull-wrap CMYK · gradient brand colours

LidClear dome lid or flat kraft lid for hot

Back PanelInstagram QR code + "Tag us! @delhi9blr"

DELHI
9

@delhi9blr

Food Box / Thali

Single-Use Meal Container

Sugarcane bagasse food box for thali sets and combo meals. Interior unbranded. Exterior: a diagonal ribbon of brand colour with the logo. "Made with love, made to share" in Kalam on the lid.

MaterialBagasse (sugarcane pulp) · compostable

Sizes600ml (standard), 1000ml (combo/family)

Print MethodBranded sticker label on lid + side

Compartments2-compartment available for thali format

Sticker Label

Seal, Receipt & Promo

Round stickers used to seal bags and add branding to plain boxes. 50mm diameter. Also used as loyalty stamps — 9 stamps = 1 free item. The number 9 doubles as the loyalty tracker.

Sizes25mm (seal), 50mm (label), 75mm (promo)

MaterialKraft or matte white label stock

DesignsLogo mark · "Freshly Made" · Loyalty stamp · Festive variants

Loyalty Card9-stamp card: 9th meal FREE. Plays on brand name.

9 DELHI

Fresh
Made

LOYALTY
STAMP

Happy
Diwali

08 — Hashtag Strategy

Searchable.
Shareable. Delhi.

Use a layered hashtag approach: owned tags to build brand identity, niche tags for discovery, and broad tags for reach. Every post should include 3–5 owned + 5–8 contextual tags.

OWNED BRAND TAGS — Always Include

#Delhi9 #Delhi9Blr #SeedhaDelliSe #Delhi9Eats

CONTENT-SPECIFIC TAGS — Rotate by Post Type

#NorthIndianFood #BangaloreEats #StreetFoodBangalore #DilliKaKhana #CholeBhature #ButterChickenLover #AlooParethe #DalMakhani #ChaiLover #Lassi #PaneerTikka #DhabaStyle #KioskFood #AffordableFood #StudentFood

AUDIENCE REACH TAGS — Use for Discovery

#BangaloreFood #FoodPhotography #InstaFood #IndianFoodLovers #BikerStop #MysoreBangaloreRide #HighwayFood #NorthIndianInBangalore #PunjabiFood #FoodReel #FoodieIndia #Hinglish #HomesickDesi #WorkingLunchIndia

09 — Sample Content Calendar

A week in the
life of Delhi 9.

This one-week template covers all content types. Rotate themes every week but maintain posting frequency and tone. Mix food hero posts, cultural moments, rider content, and engagement prompts.

MON

TUE

WED

THU

FRI

SAT

SUN

1 📸 Food Hero

Dal Makhani close-up. Morning post 8AM.

2 Rest

No post. Engage with comments from Mon.

3 💬 Poll/Quiz

"Chole Bhature or Butter Chicken?" Instagram story poll.

4 🎬 Reel

Cooking process reel — paratha on tawa. 30 sec.

5 ⭐ Promo

Friday special: ₹10 off on combo. Limited time graphic post.

6 🏍️ Riders

Weekend ride graphic. "Pit stop on Mysore road." Morning 7AM.

7 ❤️ Community

Repost customer photo. "Our regulars" appreciation post.

8 📸 Food Hero

Paneer Tikka with chutney. Bold colour backdrop.

9 📖 Brand Story

"Why we chose a kiosk over a restaurant." Short carousel.

10 Rest

Stories only — behind the scenes cooking prep.

11 🎬 Reel

Chai being poured. Trending audio. 15 sec reel.

12 ⭐ Student Deal

20% student ID discount graphic. Tag college friends.

13 🏍️ Riders

Rider testimonial. UGC repost from tagged customer.

14 🌶️ Menu Drop

New item teaser. "Coming soon" mystery post. Drive curiosity.

Regular Post

Featured / Promo

Riders / Weekend Content

10 — Brand Do's & Don'ts

Protect the
brand always.

✦ Always Do

Use Rozha One or Bebas Neue for all headlines and brand-facing text. Maintain typographic hierarchy.
Use only the six approved brand colours. Apply the palette consistently across all platforms and materials.
Write in Hinglish — natural, warm, conversational mixing of Hindi and English without forced accents.
Show the food prominently. Every post should have a food element, even cultural or rider posts.
Credit and reshare UGC from customers. Always ask permission and tag the creator.
Use the kiosk as a feature, not a limitation. "Small kiosk, big flavour" is the narrative angle.
Maintain consistent posting times: 7–8AM (morning), 12–1PM (lunch), 7–8PM (evening) for best reach.
Apply the brand gradient (Maroon → Saffron) to post backgrounds for visual consistency in feed.
Include at least 4 owned hashtags (#Delhi9, #Delhi9Blr, #SeedhaDelliSe, #Delhi9Eats) in every post.
Keep prices visible. Delhi 9's affordability is a feature — show it prominently on promotional posts.

✕ Never Do

Never use corporate, formal language. "We are pleased to inform" or "Valued Customer" kills the brand voice immediately.
Never place the logo on busy photographic backgrounds without a solid colour or overlay separation.
Never use unapproved fonts — no Comic Sans, no Helvetica, no generic system fonts on branded content.
Never post blurry or dark food photos. Clarity and warmth are non-negotiable. Use natural light when possible.
Never use competitor names in posts, not even favourably. Stay in your own lane.
Never recolour the logo outside the approved colour variants. No gradients on the logo itself.
Never use purple, blue, or cool-toned colour palettes in any brand content — they conflict with the warm North Indian identity.
Never post inconsistently — a dead social account is worse than no social account. Quality over viral chasing.
Never exaggerate claims ("best in India") — be proud but honest. "Best chole you've had in Bangalore" is fine.
Never use stock food images. All food photography must be real Delhi 9 dishes photographed at the kiosk.

Where Delhilands in Bangalore.

The Mark ofDelhi 9.

The Colours ofa Delhi Sunset.

Fonts thattaste like home.

We speak likeyour favourite chacha.

Built forthe feed and the reel.

Every wrappertells our story.

Searchable.Shareable. Delhi.

A week in thelife of Delhi 9.

Protect thebrand always.

Where Delhi
lands in Bangalore.

The Mark of
Delhi 9.

The Colours of
a Delhi Sunset.

Fonts that
taste like home.

We speak like
your favourite chacha.

Built for
the feed and the reel.

Every wrapper
tells our story.

Searchable.
Shareable. Delhi.

A week in the
life of Delhi 9.

Protect the
brand always.