Peepul’s Kitchen

The challenge —
An exciting and colourful one. Create an authentic brand for a new Indian quick-service restaurant that offers affordable, delicious and wholly-satisfying Indian food with maximum speed and minimum fuss.

A desire was to develop an ownable concept that would position the clients as market leaders, facilitating rapid and consistent franchise expansion across London, Europe, and the Middle East. Connecting with a diverse target audience, from GenZ food enthusiasts to office commuters and residential students, the new brand needed iconic stand-out from an already saturated London market.

The approach —
Drawing inspiration from the Peepul tree – symbolic of enlightenment in India – and Ayurveda’s focus on balancing mind, body, and spirit, we crafted the brand strategy for Peepuls Kitchen. Peepul’s Kitchen brings all of these principles together: an enlightened approach to the health benefits of Indian food, created for, and consumed by, a community of spirited and like-minded people. A respectful storytelling narrative highlighting quality, provenance, culture, and authenticity was essential across all colleague and customer interactions, supported by a vibrant visual aesthetic.

The solution—
Just like in the cooking process, ingredients come together to create dishes greater than the sum of their parts, our identity weaves together distinctive elements of South Asian culture in a playful mish-mash, creating a deeply layered and lively design system. Fonts are bold, echoing the hand-painted typography from the streets of India, and colours are vibrant and paired unexpectedly. In addition to the logotype, we also crafted the Peepul tree icon, characterised by it's heart-shaped leaves, reinforcing the brand’s identity and values. Alongside the brand strategy, we developed a cohesive tone of voice, visual identity, restaurant designs, packaging, uniforms, print collateral, merchandise, website, digital and social content.