Indian Biryani Brand Identity Design

Purpose of This Brief
This document outlines the creative and strategic requirements for developing the full brand identity
of a new food concept. The brand name and final identity will be shared only after selecting the
appointed designer.
Brand Concept Overview
A new Indian biryani-focused restaurant operating exclusively for pickup and delivery. No dine-in
experience. The brand should transform eating biryani into a joyful, interactive experience.
Product Focus
Multiple authentic Indian biryani varieties served in bucket-style packaging with different sizes.
Packaging is a core part of the experience.
Key Experience Elements
• Bucket-based packaging
• Fun and directional instructions
• Encouraging customers to shake and flip the bucket before eating
Brand Personality
Playful, Funny, Friendly, Warm, Approachable, Energetic, Indian-inspired with a modern twist.
Target Audience
Young professionals, students, families, delivery app users, casual food lovers.
Language Direction
Arabic-first brand. Bilingual support if needed. Arabic dominates visually.
Typography Direction
Playful rounded Arabic typography inspired by Indian aesthetics, expressive yet readable.
Color Palette Direction
Inspired by Indian festivals (Diwali): Saffron Orange, Turmeric Yellow, Magenta Pink, Peacock Teal,
Royal Purple, Deep Red, Festive Gold.
Mascot / Character Requirement
Original Indian Chef character with Maharaja/Rajasthani inspiration, friendly, smiling, traditional
headwear, big mustache preferred.
Design Tone
Fun, bold, festive, expressive. Not corporate or minimal.
Expected Scope
Logo, mascot, color system, typography, bucket packaging, stickers, icons, social visuals, delivery
thumbnails, Indian-inspired patterns.
Overall Objective
Create a joyful, memorable, and distinctive delivery-first food brand that encourages interaction and
emotional connection