Reimagining Mystic Mixology in the Sky
F&B | New Delhi · 2025
When Novotel New Delhi City Centre reached out to us to work on a concept for their Rooftop Bar, we worked closely with the hotel team and the APAC F&B directive to bring The Flying Trunk to life. From shaping the overarching concept and defining the brand ethos to crafting the culinary and cocktail pillars, designing the menus and brand collaterals, and conceptualising the social media launch, the project was end-to-end developed and executed by Chapter 1.
nspired by Asia’s historic trade routes, age-old markets, local rituals, and timeless ingredients, The Flying Trunk emerges as a storied rooftop escape where cocktails and cuisine become carriers of culture, memory, and discovery. The concept blends spice-laced plates, experimental cocktails, theatrical service moments, and sensory storytelling to create an atmosphere that feels immersive, transportive, and emotionally layered. Floating high above the city skyline, the experience draws from the mystique of forgotten trade tales, where the spices and markets of old converge in surreal pours and unconventional plates. Every touchpoint, from the culinary and cocktail pillars to the tone of voice, visual identity, and guest rituals, is designed to balance mystic wonder with contemporary sophistication, crafting a world that feels equal measures of whimsical, refined, and rustic.
The Flying Trunk’s cocktail programme unfolds through four distinct pillars, each inspired by different aspects of Asia’s cultural and trade histories. The Elephant’s Dream introduces surreal and highly whimsical cocktails inspired by the elephant’s vivid dreamscape. Two pillars explore spice and tea, ingredients that shape Asia’s historic trade routes, with cocktails that reimagine beloved teas, floral infusions, and bold regional spices into layered contemporary experiences. The final cocktail pillar celebrates the growing prominence of Asian whiskies, particularly influences from Japan, India, and Taiwan, through elegant whisky-forward creations. The culinary direction extends this narrative into a menu of elevated Asian small plates inspired by historic markets, including India's Chandni Chowk, Japan's Nishiki Market, Thailand's Amphawa Floating Market, and China's Xi’an Night Market.
The design direction for The Flying Trunk draws from the visual romance of vintage spice markets, floating dreamscapes, and storied travel memorabilia. The identity system blends whimsical typography, atmospheric illustrations, celestial symbols, and richly layered colours inspired by incense, saffron, terracotta, and dusk skies. Surreal cloud motifs and the elephant-inspired iconography create a visual language that feels playful, mystical, and emotionally evocative, while contemporary layouts and restrained detailing ensure the brand remains elevated and commercially polished. Every touchpoint is designed to feel like part of an unfolding story suspended above the city skyline.
Market Research, Brand Strategy, Nomenclature, Visual Identity, Brand Guidelines, Menu Design, Graphic Design, F&B Concepts, Content Creation, Campaign Strategy