Barjis is hugely inspired by travel, multiculturalism and the diaspora communities around the world. The logo is an identity that resonates with everyone who has moved from their motherland to make a better life for themselves. With this migration comes sacrifice, resilience, isolation but from the positive angle, we see new identities being formed, adopting and merging cultures to create a new set of values, traditions, and unique identities. The world is shrinking because of technology, and accessibility to travel destinations that our parents and grandparents could never have imagined.
The logo represents this new identity of multiculturalism. Where chicken tikka masala is the new British dish and adopting British conservatism and etiquettes with Pakistani burst of colour and hospitality is reflected in the work of Barjis and the lifestyle it represents.
The logo plays around quintessential stereotypes of the British umbrella with the chilly. It is a homage to globalisation, diversity, integration and the modern world we have created. We all are immigrants and travelers of this world and Barjis is an iconic celebration of the success stories of everyone who moved, traveled and inspired the world.