An Indian restaurant chain in the UAE, Kulcha King had been around for a while. Having a preexisting base of loyal Indian customers, it was bought by an investment company who saw a potential staple food (similar to the man’oucheh) in Kulcha, a traditional flatbread that originates from Amritsar in India. Though the competition was fierce, no other Indian restaurant specialized in Kulcha, an exceptionally unique selling point. Our brief was to revamp Kulcha King’s identity completely, providing the international aesthetic and feel needed to attract all nationalities living in the UAE.
Since India boasts vibrant colors, flavors and spices, we wanted Kulcha King’s identity to reflect everything expat communities love about its culture and cuisine. We worked on a full revamp of Kulcha King’s brand identity, including the logo, menu design, restaurant branding, delivery packaging, interior design mood boards and storefront signage. For the logo, we accentuated ‘King’ to stress its impact. Vibrant orange was chosen as the main color so that the façade sets itself apart from the cluster of competition on the highways. All guidelines were carefully detailed in the brand book.
We crowned the new brand identity with a launch campaign, titled ‘Rise of the K King’, for which influencers were sent a Kulcha sampling box and a deck of cards, the main invitation for the outreach event being the King of Hearts.
Kulcha King’s customer base expanded quickly and significantly, retaining their loyal Indian audience and acquiring an entirely new segment of the Dubai expats’ melting pot. It was a big success for the brand and for us, as the new identity possessed the appeal of an international brand, able to compete with the entire UAE market.