Unexpect
The Expected

Paradox is a cocktail bar that thrives on contradiction—where opulence meets rebellion, refinement collides with chaos. Set in Mumbai's old cotton mills, this concept from the house of Masque needed an identity as enigmatic as the experience itself. We were challenged with creating a visual language that doesn't resolve contradictions—but celebrates them.

Paradox Wordmark

At the heart of Paradox’s visual identity is our primary wordmark. A customized reverse italic typeface that flips traditional typographic norms. The deliberate inversion of the letterforms contradict expectation by embodying the brand’s evocative and non-conformist spirit.

Multiple Truths

An hourglass. A goblet. A jigger. Two faces in conversation. Our logo doesn't choose—it embodies them all. A single mark that shifts meaning depending on your perspective, perfectly capturing a brand that thrives on interpretation.

Extended Brand Marks

While The Primary Brand Marks Remain Consistent, This Section Is Where The System Stretches, Warps, And Re-Imagines Itself.
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Extended Brand Marks Are Intentional Variations-Created In Response To Context, Tone, Or Creative Instinct. They're Not
Deviations, But Expansions.

Philosophy Made Visual

Three Values. Three Marks. One Paradox. Our Identity System Doesn't Just Represent The Brand—It Embodies Its Contradictory Soul, Creating Coherence From Chaos And Meaning From Mystery.

Opposing Forces

Mrs. Carter tilts back at -16°.
That That New Pixel pushes forward at +16°.

The opposing angles create cognitive tension but in harmony—your eye expects one direction & finds both. It's the typographic equivalent of walking into Paradox itself: Unfamiliar systems behaving in familiar ways.

Distorted Reality

Imagery is pulled apart through sharp pixelation and structured interference. Distortion reveals itself as a device rather than a flaw. The Px monogram degrades just enough to challenge its polish, while the subject remains fully legible. Familiar forms stay intact while edges misbehave.

If Chippy can, so can you.

An inside joke that only a few are privy to. Chips, served in a paint can. Unexpected but functional—just like everything else. At Paradox, utility meets dissonance and simple things take on an unfamiliar avatar.

The Stage Set

At Paradox, the table is treated like a stage. Menus, napkins, coasters, play an important yet supporting role to the main attraction — the drink, the dish, and the moments between them.

“Paradox is a place unlike any other, so we needed a creative partner who instinctively understood its left-field soul. Nikhil and the Junglegym team not only understood our vision but also immersed themselves in what the space stands for. They've translated it into a stunning, layered and distinct design language, effortlessly marrying creativity with strategy. Every collateral, every element tells a whimsical story, but with intention. We couldn’t have asked for better creative partners for the special place we've built.”
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Aditya Dugar
Co-Founder & Director, Urban Gourmet India

CREDITS
Creative Direction: Nikhil More
Design: Ishan Nakate, Nupur Panemanglor
Website Design & Development: Pranav Nawar
Photography: Seen Dot Studio, Siddharth Dave
Account Manager: Krishna Vasisht
Special Thanks: Aditi Dugar, Aditya Dugar, Mukta Lad, Netal Jain.

SCOPE OF WORK
Brand Identity
Bar Collaterals
Website Design & Development
Merchandise

PROJECT DETAILS
Client: Urban Gourmet India Pvt. Ltd.
Year: 2025