The Bombay Canteen (TBC) is an award-winning Mumbai-based restaurant and bar that offers a fresh, modern take on Indian cuisine while staying rooted in tradition. It is the vision of an incredible chef, the late Floyd Cardoz, who wanted to celebrate the rich diversity of India’s food, culture, and people.
Every year, on Chef Floyd’s birthday, The Bombay Canteen honors his legacy with Forever Floyd - a celebration just the way he’d love it: with great food and community. One such tribute is The Big Birthday Cook-Off, a friendly culinary face-off between his favorite restaurants in two beloved cities - Rowdy Rooster in New York and The Bombay Canteen in Mumbai, to be crowned the ultimate
fried-chicken champ.
Visual Design Stylescape
CHALLENGE:
To craft a bold, standalone design system that connects to the customer and excites them for the cook-off, while still aligning with the TBC brand.
To craft a bold, standalone design system that connects to the customer and excites them for the cook-off, while still aligning with the TBC brand.
SOLUTION:
To take inspiration from the charm of an old-school burger joint and create an energetic visual language that feels vivid and appealing to 'The Bombay Canteen' audience.
To take inspiration from the charm of an old-school burger joint and create an energetic visual language that feels vivid and appealing to 'The Bombay Canteen' audience.
The visual language incorporates vintage-style typography, bold and vibrant colors, and textured motifs. Repeated text elements add energy and excitement, while clean layouts ensure clarity. The result is a dynamic design system that feels nostalgic yet modern, global, and unapologetically fun - perfect for a fried chicken showdown. Key elements from TBC, such as the Soleil typeface, the signature blue and white, and the use of footer lines, were thoughtfully retained to maintain brand continuity.
Food Photography for the event: Vibrant, Exciting and Textural
Menu Insert Design: Front & Back
Note Card Design: Front & Back
Social Media posts to showcase the event.
The vibrant branding and marketing around the cook-off sparked a wave of user-generated content within a day, as people genuinely felt connected to the celebration. The Bombay Canteen emerged victorious in the friendly cook-off with every order contributing to the Floyd Cardoz Scholarship.
User-generated content post the event
The visual system was applied across a 360-degree rollout for the event, extending to menus, notecards, wrapping paper, burger flags, social media posts, and templates, creating a cohesive and immersive brand experience.
Customisable social media templates for the event
Role: Creative Direction | Design
Agency: Please See//
Team Lead: Kassandra
Copywriter: Subhannita
Brand Manager: Lizanne, Ria
Team Lead: Kassandra
Copywriter: Subhannita
Brand Manager: Lizanne, Ria
