The Central Canteen

The co-founders had a vision of quick-service pan-Indian food served at economical rates in a central and busy street in Bangalore - Commercial Street. Known for its thousands of shops spread across the meandering roads, this part of the city is well known for constant shopping foot traffic, street food, and a limited number of restaurants.

They wanted to seize the opportunity and offer weary shoppers a respite, as well as an affordable option for the innumerable staff and office goers in the area. To keep the menu interesting, the intention was to have the base menu standard and play with the native preparations. A gravy from South India one week, and the same gravy with a North Indian flavor the following week.

The branding expectations were a combination of fine lines of balance.
Indian, modern, warm, and welcoming.

Scope

Brand Story
Brand Identity
Colour palette
Typography
Logo Orientations
Brand Guidelines
Menu Design
Illustrations
Brand Patterns
Motifs
Packaging
Uniforms
Wayfinding
Signage
Brand Patterns
Bags

Concepts and Approach

Our approach was to think about ‘The Central Canteen’ from very different aspects, starting with zooming out and holistic consideration.

There was a mix of characteristics for us to focus on and elevate:

Quick and efficient service
No frills, no fuss, affordable food
Food from across the country
Elevated regional food
Real food for real people at real prices
Where everyone’s always welcome
Nostalgic, warm, and welcoming
Trustworthy dining experience

We went to back with three different concepts…

Route 01

The Spice Route

The Indian spices are a common ingredient from across the country. It’s what unites us through our food, and makes us special and known for globally.

Extension

In addition to the base spices, we extended the set to address all the flavours and sections of the menu, from the bakery, desserts, juices, to all the mains and sides. This allowed us to create a colourful and playful collection of elements to play with.

Feedback

While this execution was bright and lively in the authentic Indian food space, it felt similar to other cuisines. It felt familiar, but not unique.

Route 02

The Meeting Point

The Central Canteen is the intersection and meeting point of various possibilities. It’s where Regional meets Elevated, where North meets South, Pan-Indian meets Local – all in a single meal, on a single plate.

Extension

The aesthetic that stemmed from this was visually striking and easily recognisable on a busy store front. Paired with beautiful food photography, the tiled typography gave room to an unforgettable and graphic identity system.

Feedback

This route was unlike anything they had ever seen in the food space; it was bolder and targeted a younger audience. However, while it was modern it lacked the warmth they were looking for.

Route 02

Always more than one

Indian food is always eaten in plural, never alone. The Central Canteen specialises in variety on every plate, where every main is adorned with sides.

Extension

The design approach for this route was a more direct take on Indian restaurants, with warm colours and consistent brand design. It referenced traditional Indian restaurants from the 90s, with an elevated aesthetic.

Feedback

The ‘katori’, or small bowl for the sides had never been made the hero; and this was highly appreciated. They loved the direct and nostalgic approach, but it wasn’t modern.