Branding America's fastest growing Indian quick serve restaurant
CURRY UP NOW
Curry Up Now serves bright and vibrant Indian street food with a Bay Area twist. Their gang of roaming signature food trucks and 50 franchise locations whose number continues to grow, have made them one of the nation’s most successful and fastest-growing Indian food quick-serve restaurants.
Design Womb originally launched Curry Up's brand identity in 2010, but as the brand experienced rapid growth and expanded into franchising throughout the country, there came a natural time to refresh and further commercialize the restaurant's brand identity and design guidelines for its future size and success.
BRAND IDENTITY SYSTEM
FOOD PACKAGING DESIGN
ILLUSTRATION & ICONOGRAPHY
FOOD TRUCK DESIGN
MERCHANDISE & SWAG
As part of the brand's design refresh we updated and delivered tighter brand guidelines. This included a curry-inspired color palette as bold as their menu, using vibrant, arresting pairings that stood out on the street and at their restaurants, paired with the original modern hand-drawn logo design and supporting creative typography inspired by traditional Indian street food carts.
We designed playful twists on traditional Indian patterns that were infused into the brand identity language and crafted a complete system of playful food packaging design with branded menu iconography. The result is an attention-grabbing restaurant and experience that's bright and packed with flavor — just like their sexy fries.
Curry Up Now is the largest and fastest growing Indian fast casual restaurant concept and franchisee in North America. Building off of the enormous success of their food trucks, the founders opened 6 corporate brick-and-mortar locations around the Bay Area. When the success of their innovation exploded, they expanded to nationwide franchising — opening more than 50 franchise locations in 13 states to date.
Fun fact: The logo and restaurant were spotted on the main stage during one of Apple's live WWDC keynote presentations.
CURRY UP NOW – 2018 BREAKOUT BRAND, NATION'S RESTAURANT NEWS
"Design Womb helped launch our brand 10+ years ago and they recently helped us with a rebranding project to refresh our look, and again did a terrific job. We credit Design Womb with helping us become the fastest growing Indian fast casual restaurant brand in the United States."Akash | Founder & CEO – Curry Up Now
"Design Womb not only set us up for success with excellent branding, but over the years have kept us in check and ensured we don't lose our way and stick to brand on any updates."Akash | Founder & CEO – Curry Up Now
"We started working with Design Womb many years ago as a young brand. Very rarely do you find people that totally 'get' the complete vision of a company and are able to execute exactly what's needed."Akash | Founder & CEO – Curry Up Now
Communication Arts Typography Annual Two, Design Winner, 2012
Print Magazine, 8 Ingenious Food Truck Designs, 2018 Feature
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