Case Study · Brand Identity
Curries and Kababs
Identity · Branding · Packaging · 2016
The Brief
A franchise that became its own brand.
Curries and Kababs started as a franchise of Colonel's Kababz, a well-known Mughlai food chain. When they decided to break away and build their own identity, they came to Sociomonkey with a clear sense of the vibe they wanted: loud, joyful, unapologetically Indian. What they needed was a name, a mark, and a visual world to put around it. The answer came from truck art, the bold, layered, flame-lit visual language of South Asian streets that has been telling food stories for decades.
The Creative Concept
The colour palette and logo is borrowed from truck art popular in South Asia. Each element is part of one big story.
The result is a brand that feels like it belongs on a Delhi street corner and in a premium restaurant at the same time.
From a blank page to a fully deployed restaurant identity.
NAMING
Curries and Kababs
The name was created to capture both the breadth of the menu and the cultural specificity of Mughlai cuisine. It feels warm and familiar while remaining impossible to confuse with anything else.
LOGO & IDENTITY
Truck art as visual language
A bold stacked wordmark in a vintage slab serif was layered, outlined, and textured to feel handcrafted. The logo holds character across signage, packaging, crockery, and collateral at every scale.
COLOUR PALETTE
Amber, orange, and flame
The palette draws directly from South Asian truck art with warm amber yellows and deep oranges. Dark grounding tones make every touchpoint feel like it is lit from within.
PACKAGING & COLLATERAL
Every surface branded
Carry bags, business cards, menu, order pads, and stickers were designed inside one cohesive visual world. The kraft bag and high-energy orange business cards became tactile brand extensions.
PRINT & MENU
Menu design and restaurant collateral
The menu system used illustrated background textures, bold headers, and an expressive visual hierarchy. Every dish presentation was designed to feel like part of the same brand story.
APPLIED BRANDING
Plates. Signage. Walls.
The identity was carried into restaurant crockery, outdoor signage, and in-store surfaces. Guests experienced the brand physically in the space instead of only seeing it in static artwork.
The brand, in the real world.
Identity that works on screen and on stone.
THE NAME
Curries and Kababs names two things every Indian restaurant stakes its reputation on, the gravy and the grill, so it stays descriptive without becoming generic.
THE MARK
The stacked wordmark with layered outlines and textured fill is built to feel hand-painted and crafted, never templated.
THE COLOUR
Amber and orange communicate heat, spice, and warmth, while dark accents add theatre to every branded surface.
THE WORLD
Truck art is an authentic, recognisable South Asian visual language, making it the natural storytelling system for this Mughlai food brand.
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