Local has released its design identity for Aditya Birla Group's new café brand, in good co.

The agency worked on the strategy, naming, and the multilingual identity. It was tasked with a question - what should a contemporary Indian cafe look and feel like if it were built for the world.

Aryaman Vikram Birla, founder, Aditya Birla New Age Hospitality, said, "in good co was built after speaking with over 1,000 Indian consumers. And what we learned was that people don’t come to cafés for coffee alone. Good coffee and good food are expected. What people are really looking for is an emotional connection. They come for the energy, the atmosphere, the feeling of being part of something larger than themselves. That insight reinforced something we strongly believed: today’s cafés are cultural and emotional spaces, not simply places that serve beverages."

Roshnee Desai, founder and creative director, Local, said, "We believe India's next generation of brands shouldn't aspire to look international—they should aspire to become internationally relevant. The opportunity isn't to imitate global brands. It's to build brands that could only come from here—shaped by our culture, our behaviours and our ways of seeing the world. When you build from that place, relevance travels naturally."