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.
The goal was to craft a bold, standalone design system that draws people in and excites them for the cook-off, while still aligning with the TBC brand.
Inspired by the charm of an old-school burger joint, the visual language incorporates vintage-style typography, vibrant colors, and textured motifs
of fire, pan, and chicken. Repeated text elements add energy, 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 and the signature blue, were thoughtfully retained to maintain brand continuity.
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 and the signature blue, were thoughtfully retained to maintain brand continuity.
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.
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.
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
