INDIKITCH
Fire up the flavor
IndiKitch was launched to bring Indian cuisine to the masses, with taste, quality and value non-negotiable. From its first fast-casual kitchens in New York, the brand set an ambitious course: growing from two local restaurants to a 20-plus location nationwide rollout. Ruckus served as full-service agency of record for the rapidly expanding chain.
Menu intimidation, two audiences
Indian cuisine commands deep loyalty among foodies, yet remains unfamiliar territory for the average fast-casual diner. Unfamiliar dish names and sauce selections created a barrier at the counter, even though every underlying ingredient was already in the American pantry. The identity needed to welcome newcomers while staying credible to foodies.
Rooted in Warli
Ruckus rooted the illustration system in Warli, a centuries-old tribal art tradition from Maharashtra, India, sketching every ingredient by hand into a library of more than one hundred original illustrations. In-store boards pair appetizing food photography with phonetic pronunciations and ingredient maps, so newcomers can order with confidence and foodies can see the craft behind every sauce.
A nationwide rollout, from two locations to twenty
As full-service agency of record, Ruckus carried the brand across five service lines, from guidelines to wall murals, store boards and packaging, through a nationwide rollout that grew from two locations to more than twenty, with the identity carried into every new kitchen that opens.
