Visual Identity Design for a quick service restaurant

Graphic Design


Client: Wok in the box
Commissioned by: two. Design
Art direction: Siddharth Khandelwal, Swati Paranjpe, Ameesha Timbadia
Copywriter: Ahana Chaudhuri
Logo Design: Siddharth Khandelwal
Illustration + Design: Ameesha Timbadia

Wok in the box
is a quick service restaurant which gives you the freedom to fully customise your meal. Being offered a wide selection of fresh ingredients, customers can pick and choose precisely what veggies, proteins, carbs, sauces and garnish goes into their box.

A tiny master-chef in an enormous world, navigating through rivers of curry and towering veggies, camouflaging in the kitchen cabinets and picking up kitchen secrets. All this, so he could bring to people, an all new Asian food experience. The power to make magic with sauces, spices and fresh ingredients, has been vested by the ninja, in your hands. Come create your own adventures, in a box.

We wanted to create a distinct identity for the brand and give it a humane side. Ninjas are seen as committed, fearless, well trained and quick - the very qualities we wanted to use to reinforce the brand's USP. Hence after a lot of brainstorming we decided to go with a ninja as the mascot and created a story around him. His personality helped shape him visually and his story led to the action packed illustrations. The slashed logo was also created to give the same hasty & tasty vibe.