Srinivasa Kondaveeti's vision was simple yet profound: to bring the rich flavours and vibrant culture of his hometown, Hyderabad, to the people of Melbourne. Located in Murrumbeena, "Streets of Hyderabad" aimed to introduce Melbournians to a side of India often overlooked—its regional diversity. Focused on serving street food, Biryani, and Thali in the traditional Hyderabadi style, the restaurant's core values lie in Originality, Affordability, Sincerity, and Honesty. BrandWorks was tasked to provide an end-to-end design solution that encompassed strategy, brand identity, interior design, menu, uniforms to print and packaging.

Client

• Streets of Hyderabad, Murrumbeena, VIC

Sector

• Fast Casual Dining

• Restaurant

• Bar

Services

• Market Research

• Concept Development

• Customer Experience

• Copywriting

• Brand Creation

• Brand Assets & Style Guide

• Menu

• Uniform

• Takeaway Packaging

• Interior Concept

• 3D Renders

• Construction Documentation

• Interior Styling

• Environmental signage

• Way-finding

• Social media marketing

Approach

The challenge was manifold. Indian cuisine is often generalised in Melbourne, lacking the regional nuances that make it so diverse and rich. Srinivasa wanted to introduce authentic Hyderabadi cuisine to a new audience while catering to those who already loved it but found it hard to get in its true form in Melbourne.

In a crowded market of Indian eateries, Streets of Hyderabad has carved out a unique space by focusing on the emotional attachment South Indians have to Biryani and other Hyderabadi dishes. With its friendly and inviting taglines like "It's chai time!" and "Happiness is... Beer & Biryani," the brand aims to be the ultimate destination for authentic Hyderabadi cuisine. Its vision revolves around uniting people through high-quality, authentic dining experiences, while its mission seeks to take patrons on a "flavour journey through the streets of Hyderabad."

The restaurant's approach is rooted in four core brand pillars: Authenticity, Affordability, Brightness, and Community. These guide every aspect of the business, from menu offerings to customer relations, ensuring a cohesive brand identity. The Unique Selling Proposition (USP) lies in its authentic, handcrafted Hyderabadi recipes, which are offered at affordable prices in generous portions. This has allowed Streets of Hyderabad to serve not just food, but also a sense of community.

The ambience of the restaurant reflects its brand pillars and USP, featuring vibrant colours, rustic finishes, and cultural references that honour Hyderabadi's history. Fabrics and serving vessels have been carefully selected for their natural fibres and unique textures, creating a complete sensory experience. The environment is further enhanced by the aroma of spices and incense, as well as a curated playlist of local and authentic Hyderabadi tunes. In essence, Streets of Hyderabad offers more than just a meal—it delivers a comprehensive cultural experience.

Outcome

Since its opening in 2021, "Streets of Hyderabad" has received positive reviews and has been featured in prestigious publications like Good Food and The Age. Customers not only come back for their weekly Biryani fix but also to experience the rich culinary heritage of Hyderabad.

The restaurant successfully balances two menus: one for the traditional Aussie-Indian palate and another focused on the rich dishes from Hyderabad. Their Biryani and Thali have become local favourites, gaining attention for their nuanced and structured cooking."Streets of Hyderabad" serves as a testament to what can be achieved with a clear vision, thoughtful branding, and a passion for authenticity. It's more than just a restaurant; it's a celebration of Hyderabadi culture in the heart of Melbourne.

"Working with BrandWorks has been a game-changing experience for Streets of Hyderabad. Their exceptional design and conceptual expertise not only encapsulated our brand's essence perfectly but also elevated our restaurant to become a go-to destination for authentic Hyderabadi cuisine."

- Srinivasa Kondaveeti, owner - Streets of Hyderabad.