Branding
Masala Moves
Year
2024
RestoRefine partnered with Luna Shree to rebrand Masala Moves — a celebrated Bollywood dance studio that had outgrown its original visual identity. Our goal was to create a brand that honours the cultural richness of South Asian dance while feeling modern and magnetic enough to attract a new generation of students. We designed a custom logotype, a warm expressive colour system, and a comprehensive brand language drawing from traditional motifs reimagined for a contemporary audience.
Outgrown Original Identity
The existing brand no longer reflected the energy, growth, and professionalism of the studio — it needed a complete visual refresh.
Honouring Cultural Heritage
Any new identity had to stay true to the richness of South Asian dance traditions without feeling dated or clichéd.
Appealing to a New Generation
Luna needed a brand that would attract younger students discovering Bollywood fitness and contemporary Indian dance.
Versatility Across Platforms
The identity had to work across studio signage, social media, merchandise, and a class booking platform simultaneously.
Cultural Immersion
- Explored South Asian textile patterns, performance arts, and colour traditions
- Mapped the brand's visual personality to Luna's teaching philosophy and student aspirations
Logo & Type Design
- Designed fluid letterforms that echo movement and rhythm
- Created a custom logotype balancing cultural pride with contemporary confidence
Brand Language
- Built a supporting graphic system referencing traditional motifs reimagined in a contemporary way
- Defined a warm, expressive colour palette drawn from South Asian performance arts
- Delivered a full brand guideline document for consistent usage
RestoRefine delivered a full brand identity system for Masala Moves, including:
The rebrand helped Masala Moves triple their social media following within months of launch
Luna successfully launched a class booking platform underpinned by the new brand identity
The brand is now used consistently across studio signage, merchandise, and digital campaigns
Attracted a new generation of students while deepening loyalty among the existing community
Project Assets
