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The World Curry Festival Was Ready for an Evolution
The World Curry Festival faced a significant challenge: evolving its brand to safeguard the future of curry against the backdrop of changing cultural tastes, post-Brexit legislation, and the impacts of COVID-19. To achieve this, the festival needed a bold, forward-thinking rebrand that would resonate with both new and existing audiences.
Our approach involved a holistic strategy that included naming, design, brand guidelines, and activation ideas, all aimed at uniting communities, sparking conversations, and ensuring curry remains a beloved staple for generations to come.
The Solution
Curry Forever
We created the Curry Forever brand and launched a movement dedicated to preserving and evolving the legacy of curry. The chosen concept was all about bringing curry to the centre stage with an evolved, dynamic look and a digital presence at its heart.
With a joyful and fun design bursting with flavour and a tone of voice that resonates with a new, younger audience, Curry Forever celebrates the legacy of curry while showcasing its timeless appeal and dynamic evolution.
This approach ensures curry remains relevant and accessible, from restaurants to home kitchens, uniting communities and sparking meaningful conversations along the way.
A Brand Built for Growth
We crafted a brand with built-in flexibility, providing the client with a design toolkit that was not only ready for immediate use at the festival but also equipped for future growth. Understanding the ambitious plans for expansion, we ensured Curry Forever was more than just a single-event brand.
It’s a versatile identity that can be activated across various platforms, from podcasts to digital campaigns, allowing the brand to evolve alongside the festival. This approach guarantees that Curry Forever can seamlessly adapt and thrive as the World Curry Festival enters its next chapter.
