SERVICES
Brand Strategy
Brand Naming
Brand Identity Design
Logo Design
Stationary Design
ABOUT
Hunan Masala is an Indo-Chinese food truck brand based in Downtown, LA. The brand owner Chirag Patel had one goal with this brand that is "to serve good fusion food".
Since fusion food is not quite popular in that area, especially Indo-Chinese fusion, the brand has an advantage in the street food option. They wanted to target a wide range of audience but the central idea was to attract street food lovers who are looking for unique options in Asian Cuisine.
The brand prides itself for its authentic flavours and freshness of food. Their motive is to create food that is rich in flavour and brings a feeling of 'Home' in the minds of their customers. Our brief was simple. Like the food itself, the brand had to represent the right mix of traditional aesthetics with a modern twist
BRAND GOALS
Increase foot traffic and event bookings for the food truck, while encouraging repeat visits from lovers of Asian street-style cuisine. The aim is to build a devoted customer base that sees Hunan Masala not just as a meal stop but as a unique fusion experience that feels both fresh and familiar. To support this, the branding even integrates a loyalty card system to reward returning customers and foster long-term loyalty.
The fusion of the two cultures were to be represented in each and every touch point so we did not miss the mark on that. We started with the brand name itself, moved on to take inspiration from major color identities of both India and China, thus using the reds and orange while also happened to represent the appetizing food served by the brand.
We applied their best and most identifiable design styles into the logo, while maintaining a clean and modern look to the overall brand. The structural symmetry of Chinese aesthetic and the elegant serif curves of India style represent the authentic nature of the brand. The fun noodle twist, lotus bowl and the chopsticks are catering to the approachable nature and recall value of the brand.
The goal of the Hunan Masala project was to create a standout identity for an Indo-Chinese food truck in a market filled with street food options. The rebrand aimed to increase walk-ins, event bookings, and repeat customers who love authentic Asian street-style food while capturing the brand’s vibrant and flavorful spirit.
The brand applications designed for Hunan Masala were created with intention of impact and identity. We covered the basic with signature, staff apron and menu card but we also added a couple of finer touch points for the brand so that the customer can get a sense of personal touch.
From the initial discovery, we knew that foot traffic and repeat customers were essential for the brand to grow so we implemented a simple business strategy into the identity that is Loyalty Cards. This inclusion was least invasive for the customer as it is shared in the back of the business cards but also rewards the customer for returning to the brand more than they usually would.
