The identity needed to feel warm, contemporary, and approachable to its South Asian audience while working across dining, live performances, and community gatherings. Scalability was part of the original brief: the same brand had to feel at home on a café sign, takeaway packaging, a musical-event poster, or an outdoor pop-up. Our task was to give these different experiences a consistent identity, grounded in the meaning of Baithak and shaped by the character of Boho design. Design Strategy We built the identity around the rituals that make a baithak feel familiar. Our initial research explored three connected directions: Mughal architecture and gathering spaces; the collectible quality of Indian matchboxes, stamps, and stickers from the 1980s and 1990s; and the everyday culture of neighbourhood chai tapris. Each brought something different to the project. Mughal references informed our exploration of architectural motifs and gatherings centred on art and performance. This connected with the client’s ambition to host artists and musical events. Old printed ephemera offered a tactile, personal design language. The chai tapri brought the idea into everyday life: neighbours meeting over tea, reading the morning newspaper, and discussing what was happening around them. Together, these references gave Baithak a foundation that could support both a neighbourhood café and a wider cultural brand. The connection was the act of gathering, whether around a newspaper, a carrom board, or a live performance.