Project Overview
About Curry One
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 Objective
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.
Duration: 5 months
Year: 2020-2021
Role: Logo Design, Brand Identity
Is this a concept work? Yes
Tools: Adobe Illustration, Adobe Photoshop, Adobe InDesign
After exploring the history and craze behind this dish, and the fast food stand business, I can pin point 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 welcoming business philosophy, we created an urban, global, and fun platform with a new symbol/mascot, inspired by the 1950s cartoons.
Design Impact
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 Mascot for the advertisement. Creating a more memorable brand position can be benefits in the future, not only for the aesthetics, but great for facing a new expanding to new commercial spots and a future franchise project.
Hand gestures ONE while holding a currywurst fork.
