Branding & Art Direction

 Uncle Desi Food & Sons, Hong Kong’s favorite digital Indian restaurant. Serving up the subcontinent’s most beloved dishes delivered straight to your door.

BRANDING

Uncle Desi Food & Sons is a digital Indian restaurant in Hong Kong that wants to capture the effervescence of Bollywood movies and Indian trucks in their branding. Inspired by the colorful and vibrant freight trucks that travel across India, I set out to create a visual identity that would infuse the brand with energy and personality. Using bold colors, unique typography and a hint of machismo, we created an experience that puts you on the open road with miles of Indian flavor to explore.

A man wearing a blue turban and a black leather jacket holding a bright yellow shopping bag from Uncle Desi Food and Sons, standing outdoors on a city street.
Logo Design for a colorful brand reading 'Uncle Desi Food and Sons' in bright yellow letters with a red background and yellow, blue, and green decorative border.
Collage of Traditional Indian cultural elements, including temple artwork, a street sign, a painted wall, a man driving a decorated vehicle, a colorful peacock painting, and spices at a market stall.
Brand Identity: Colorful typography design for Uncle Desi Food and Sons reading 'It's Party time!' in bold, 3D letters with vibrant colors.

I started by designing custom typography that looks handwritten, reminiscent of the hand-painted signage seen on the sides of Indian trucks. The typography is bold and playful, creating a sense of warmth and friendliness that reflects the brand's ethos.

To bring the brand to life, I used vibrant colors and playful patterns in the packaging design.

Brand Identity: Colorful typography design for Uncle Desi Food and Sons reading reading 'ORDER INDIAN DELIVERY' in bold, 3D letters with vibrant colors.
Brand Identity: A collage of Indian dishes on colorful fabrics, including samosas, chips, fried chicken, kebabs, various curries, naan, rice, and desserts.

For the photography style, we drew inspiration from the last surviving photo studios in the Indian district of Singapore. These studios create fantastical backgrounds and encourage cheeky poses to create whimsical portraits. Our team used this style to capture the playful spirit of the brand, featuring quirky setups and fun poses.

The result is a brand that bursts with color and personality, inviting customers to experience the joy and vibrancy of Indian culture. From the custom typography to the playful photography, every element of the brand reflects Uncle Desi Food & Sons' commitment to creating a unique and memorable experience for their customers.

A man wearing a helmet sitting on a blue scooter, holding a shopping bag labeled 'Uncle Des Food & Sons' in one hand and a yellow food delivery box labeled 'Greatest Indian Food Delivery' mounted on the back of the scooter, with a tropical beach backdrop.
A man walking down a city street, carrying an orange insulated food delivery bag with the label "Uncle Desi Food." He is dressed in a patterned short-sleeved shirt and jeans, with his back turned to the camera. The street is lined with shops, parked cars, and pedestrians.
A man in a red and yellow Hawaiian shirt standing in a decorated yellow event space, holding a basket of fruits in his right hand and an orange shopping bag with "Uncle Desi Food & Sons" on it in his left hand. There are bold red words on the left side that say, "Curry Spice," "Something Sweet," and "Something Nice."