GROK is an upscale restaurant within the premises of Hyatt Centric, Goa. The dictionary explanation of the name itself brings out the entire concept of the restaurant. The term GROK is defined as, “To understand something intuitively or by empathy. When an observer groks something, he becomes one with the observed. To grok is to blend, intermarry, merge. Two identities now become one.” The restaurant is not defined by any particular cuisine, it groks several global cooking styles into one dining experience. Local Goan towns are made to grok spirits, resulting in refreshing cocktails; and several other experiences like these make up GROK. Since the term ‘GROK’ seamlessly defines the restaurant, we used the definition itself as an inspiration for the identity. Every piece of communication subtly reminds the viewer of GROK (either through text or through design); making the term memorable. As a part of designing several touch-points for the brand, we created quirky posters that were placed in and around the premises of the restaurant. The writing also brings out the brand personality. The copy contains homonyms/contronyms/wordplay so as to ensure each poster groks more than one interpretation. The posters highlight different sections of the menu. Just like every other collateral, creative and design, the illustrations were created using free-flowing wires to subtly highlight the flexibility of the brand (among other visual pillars).