
Brand Identity & Packaging for a South-Indian Restaurant
‘Locally’ is a Bangalore-based South Indian cloud kitchen known for its flavourful, local recipes and wide range of chutneys or condiments.
Our biggest challenge was to create a distinct, young brand identity and packaging that would make the brand stand out in a very crowded and competitive space.
The packaging design resembles a matchbox to represent the flavor of the food inside, which is fiery, tangy, and an explosion of flavor. The vibrant packaging helped Locally stand out amongst the plain packaging used by its competitors.
Domain
Brand Identity, Logo, Packaging
Timeline
Sep 2020 - Oct 2020
Recognition
Team
Divya Rani (Design Principal, WeBeCray)
My Role
Design research, ideation, logo design, brand visual identity, packaging design, & illustration
The Brief
Design a brand identity and takeaway packaging for the cloud kitchen Locally to build awareness for the new brand and make it stand out in a crowded space.
Tell the consumer a story of relevance in an effective and relatable manner.
Interviewing the founders
Key Insights About Locally
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A South Indian serving, varied & exciting chutney whipping cloud kitchen in Bangalore.
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The name was chosen to sound modern + south Indian
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Locally provides healthy, modern, and flavourful homestyle recipes.
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Hoping to make a variety of unheard South Indian food readily available and pocket-friendly.


Founders Phalgun & Vittal's vision for Locally's brand identity
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Adjectives for the brand's desired looks: Mandala patterns, ethnic, artful, homely, premium, comfort
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The name doesn't convey South Indian, so the logo should
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Locally should come across as 'Cool South Indian'
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Vision: making Locally an India-wide cloud kitchen chain, the brand identity should keep that in mind
Market Landscape
The market can be classified in 3 sections
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High End: Dalchini
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Mid-Range: Adiga's, Thalassery
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Low-end: Brahmin Tiffin, A2B, Idli Street
Locally is priced in the mid-range segment of the market. Our biggest challenge is to differentiate Locally in a crowded landscape.

Based on interviewing 13 people (20-40yrs age)
Locally's Target Customer Persona

Locally’s Brand Positioning
“Local recipes served locally”
Logo Ideation

Client Presentation Routes & Feedback
Route 1: “Uniquely South Indian like our script”
Route 2: “Putting our heart into the food”
Route 3: “Southernness is in our blood”

While route 1 was selected, the team was still keen on including mandala patterns in the designs. The challenge was to convince them by suggesting it could be added to brand collaterals such as packaging.

Logo & Brand Identity
All the letter forms in the logo are hand-crafted to create a unique logo that conveys the modern-classical South Indian spirit Locally. Our logo is inspired by the Kannada, Telugu, Tamil, and Malayalam letterforms.
The color palette is inspired by everything South Indian: spices, Channapatna dolls, and flower markets. The line illustrations are colored with solid color and a half-tone pattern to give an old-school look.






Packaging
The vibrant packaging helped Locally stand out amongst the plain packaging used by its competitors. The packaging design resembles a matchbox to represent the flavor of the food inside, which is fiery, tangy, and an explosion of flavor. Historically, matchboxes were first produced locally in South India in the 1920s, making them inherently South Indian, just like Locally.









