Creating a brand for Indian food on the go
Wrapchic is on a mission to revolutionise the way we eat and enjoy our favourite Indian cuisine. They make delicious Burritos, Bowls & Tacos with a variety of Indian fillings.
Inspired by Indian culture, patterns and colour, Wrapchic needed a flexible brand that reflected their growth plans and ambitions. The success of the brand I created has led to the opening of 12 new stores across the UK making it one of the fastest growing UK franchises. Wrapchic has now expanded internationally with further sites expected across the UK and overseas.
In-store look and feel
Drawing upon influence from Indian street food, cafe's and atmosphere, a bright, bold & light atmosphere was created with hints of Indian culture creeping in to create a fresh environment where customers can enjoy their dining experience.
Wrapchic needed their brand to sing across mobile and desktop, the delicious food, latest offerings and where to find your nearest Wrapchic were all key in delivering this. The site tells the story of Wrapchic and hints towards what you can expect when you take your first mouthful, it's more delicious than you can imagine.
Capturing the flavour of Wrapchic
Creating a new bank of photography was key to show off the passion, flavour and tastiness that goes into each Wrapchic product. By art directing the photoshoot we wanted bold beautiful shots, that were a little rough and ready, just like India with food that is bursting with flavour. From Burrito's to Lassi's and Chicken wing's to Taco's, all products tempt you in.
Photos of Indian architecture, street food, culture and surroundings helped to reinforce the brand tone, which are used in store and across POS.
From uniforms to trucks
Every touch point of the brand has been rolled out, featuring key messages, patterns and colours. Used on menu's to uniform, delivery vans and street food trucks to make sure everyone knows about Wrapchic when they see it.
Creating a brand bible
Once the brand had been rolled out, a brand bible was created that really focused on the company’s values. It was visually driven by the bright colours of India and expressive photography. We wanted the brand to leap off the pages and engage employees and potential investors.