Erth Co. uplifts Bowl Curry's message through a thoughtful rebrand

Capturing the essence of home while appealing to a modern audience can be a delicate balance. This challenge was masterfully addressed by Erth Co. designing for Bowl Curry, a brainchild of celebrity chef Munna Maharaj. Seeking to better connect with young adults living away from home (yup, pretty much all of our team), Bowl Curry's brand refresh is a lovely blend of nostalgia and contemporary design.

Bowl Curry's rebranding journey began with a clear understanding of their target demographic: young adults, particularly students and NRIs, craving the comforting flavors of Indian cuisine. The existing branding, while successful, lacked the emotional resonance needed to fully engage this audience. Erth Co.'s solution lay in evoking a sense of home and familiarity, leveraging beloved Indian brands like Haldiram's, Frooti, and Dabur.

The new logo, crafted by Erth Co., features an aged aesthetic, subtly referencing these established brands. This nostalgic touch aims to connect with students abroad, invoking memories of home-cooked meals and familiar flavors. What got us excited was that the aged wordmark not only serves a stylistic purpose but also strategically reinforces Bowl Curry's culinary heritage and expertise. Looking Yummy!

The wordmark and emblem ensure clear communication and visual appeal across formats, with the emblem cleverly hiding the letter "C" within the "B," making it distinctive and versatile.

The rebranding even though focused on NRIs really targets a diverse audience including students, foodies, and health-conscious eaters, combining nostalgia with a fresh look to position Bowl Curry as a convenient choice for authentic Indian flavors.

We are excited to see how Bowl Curry's refreshed identity stands out in the market. As Indian food lovers ourselves, we would tell Erth Co. that they really "spiced things up perfectly."