BRANDING
Curry One
Project overview
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Curry One is a German fast food stand based in Berlin. When you think of Germany bar snacks, one of the first things to come to mind are Currywurst.
The wurst stand needed a rebrand with a fresh authentic feel, something beyond the ubiquitous Currywurst stands in Berlin, something that stands out from other fast food stand in the city.
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According to adweek, brand mascots can contribute to increased market share, as well as customer and profit gains by 50%. They can amplify product advertising and boost brand engagement and awareness opportunities.
Independent currywurst stands are everywhere in Berlin, but there are rarely any stands using mascots for the advertisement. Creating a more memorable brand position can be beneficial in the future, not only for the aesthetics but great for facing a new expansion to new commercial spots and a future franchise project.
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Photoshop, Illustrator
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Brand Designer and illustrator
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2 months
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This is a concept project.
After exploring the history and craze behind this dish, and the fast food stand business, I can pinpoint some selling points for the new brand transformation. We will be focusing on the good and the warm fast food nostalgia. Guided by this concept, a vibrant color palette, and a welcoming business philosophy, we created an urban, global, and fun platform with a new symbol/mascot, inspired by the 1950s cartoons.
