Flying Elephant

THE CHALLENGE
When the project was handed over, we were given just two details to start concept development: it would be a bar, and it would be called “Flying Elephant.” But what does an elephant have to do with a bar—let alone a flying one? The mission was clear: uncover stories that could bridge the two. Through this journey, a whisper from the past guided us to the quiet, intimate homes of Indian aunties in the 1950s.

THE DESIGN
The branding draws from vintage Indian photography, with bold overpainting, gold leaf, and a vibrant colour palette, creating a mystical vibe inspired by the flying elephant and Bombay's aunty bars. Intricate patterns and hand-drawn illustrations, reminiscent of ancient fairy tale covers, add a whimsical, story-driven layer. For the interiors, we evoke the cosy essence of aunty bars with atmospheric table lamps, while opulent floral motifs reflect the rebellious charm of moonshining, adding intrigue and luxury.

THE CONCEPT
Inspired by India’s 1970s Republic Day parade, where the Air Force unveiled a “flying elephant”—a disguised Chetak helicopter—we discovered more hidden stories from India's past. In the 1950s and 60s, Bombay’s strict prohibition laws led to the rise of secret speakeasies. Inside small homes, Bombay’s aunties brewed and served moonshine. These intimate “aunty bars” blurred the line between home and bar, where each visit transformed a home into a bar, and sometimes, the bar became a home.