GRILLMAMA is a QSR grill and BBQ kiosk in Delhi, serving authentic Middle Eastern flavors.
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GRILLMAMA
Bringing Middle Eastern Flavors to Delhi
The challenge was to establish Grillmama as the go-to destination for authentic Middle Eastern flavors in a competitive QSR market. With its made-to-order grills and focus on high-quality, authentic ingredients, Grillmama needed a brand that reflected its uniqueness while creating a strong connection with its target audience. The opportunity lay in crafting a brand identity that was bold, memorable, and fun, aligning with the authenticity of the food and creating an engaging dining experience.
DETAILS
CATEGORY
New Brand
LAUNCH YEAR
2022
SECTOR
QSR in Food & Beverages
SERVICES
Brand Foundation Strategy, Brand Expressions Design, Packaging & Prototyping
(01)
Project
Overview
Introducing Authentic Middle Eastern Grills
The challenge was to establish Grillmama as the go-to destination for authentic Middle Eastern flavors in a competitive QSR market. With its made-to-order grills and focus on high-quality, authentic ingredients, Grillmama needed a brand that reflected its uniqueness while creating a strong connection with its target audience. The opportunity lay in crafting a brand identity that was bold, memorable, and fun, aligning with the authenticity of the food and creating an engaging dining experience.
WHAT WAS IMPORTANT?
Middle Eastern cuisine is an underrepresented offering in Delhi’s QSR scene.
Authentic, made-to-order food needed a brand that reflected its uniqueness.
Strong, memorable branding would differentiate Grillmama from its competitors.
(02)
The Opportunity
Fun Meets Authenticity
Our strategy was centered around creating a brand experience that balanced authenticity with fun. The name “Grillmama” was designed to evoke a playful, approachable feel while still emphasizing the core of the brand—grilled Middle Eastern food. We developed a voice and tone for the brand that was lighthearted and engaging, extending to the names of menu items and even the serving trays, ensuring every touchpoint was memorable and consistent with the brand’s playful identity.
WHAT WE DID?
Development of the name “Grillmama” for brand recall and fun association.
Voice and tone exercise to create a playful, engaging brand personality.
Fun and unique nomenclature for menu items, extending to the dining experience.
(03)
The Strategy
A Bold and Memorable Visual Identity
The design strategy for Grillmama revolved around creating a bold, striking visual identity that would stick in people’s minds. We drew inspiration from iconic designs like Starbucks and Medusa, creating a mermaid-style logo that incorporated grill lines to symbolize the cooking process. The color scheme—bright red, black, and white—was chosen to stand out, evoke warmth, and represent the sizzling nature of the grills. This vibrant color palette, along with the unique logo, created a strong, eye-catching brand presence.
WHAT WE DID?
A mermaid-style logo inspired by Starbucks and Medusa, with grill lines integrated into the design.
Bold color scheme featuring bright red, black, and white to capture attention.
Strong visual identity that reflects the authenticity and fun of the brand.Craft paper-based packaging for an eco-friendly and authentic feel.
Single-use trays designed for convenience without compromising on branding.
Playful and engaging elements across all packaging and serving materials.