Jeeva by Kriti Shetty
Brand Strategy, Brand Identity, Positioning
Jeeva by Kriti Shetty
September 2025
Hospitality/Premium Dining
Where heritage breathes in modern elegance
Jeeva was envisioned as more than a restaurant. It is a space where Indian heritage, hospitality, and culinary craft converge to create an experience rooted in emotion and refinement.
The brand required an identity that could express cultural depth while remaining contemporary, appealing to a discerning audience seeking meaningful and immersive dining.
The Idea
Tradition, reimagined with grace
Jeeva draws from the emotional essence of Indian hospitality. A culture where food, ritual, and connection are deeply intertwined.
The brand expresses this through a narrative of care, creativity, and belonging, positioning Jeeva as a sanctuary where heritage is not preserved in the past, but reinterpreted for the present.
Every touchpoint of the identity reflects a balance between nostalgia and refinement, creating an atmosphere where guests feel both inspired and at home.
The Mark
A symbol of ritual and welcome
The Jeeva mark draws inspiration from sacred gestures and symbols deeply rooted in Indian culture.
Its flowing form references namaste, tikka, and the flame of aarti, capturing the spirit of reverence, welcome, and connection.
At its center sits a radiant star that is the symbol of rasa, the emotional essence that lies at the heart of Indian art, cuisine, and hospitality.
The result is a mark that feels spiritual yet contemporary, embodying the warmth and elegance that define the Jeeva experience.
