Jaani Maani Biryani
Cloud Kitchen
Jaani Maani Biryani: The Biryani You Know and Love.
Jaani Maani Biryani is a cloud-kitchen delivery chain that offers an elevated biryani and kebab experience. Built on a foundation of authentic recipes and high-quality ingredients, the brand's mission is to celebrate the joy of sharing biryani, bringing people together for a delicious and memorable communal meal. The client, a large cloud-kitchen conglomerate, required a new brand identity for its biryani-focused delivery chain. The goal was to build a brand identity centered on the public’s love for biryani and to create a packaging design that would instantly stand out and generate strong brand recall in a crowded market. The Challenge The Indian biryani market is dominated by brands that often rely on generic food imagery. The challenge was to create an identity that would cut through this visual clutter and register with consumers who are used to ordering from established, local joints without paying attention to brand details. Our task was to make a new brand feel both memorable and enticing enough to try.
The Strategy Our creative strategy was to translate the brand name, "Jaani Maani" (meaning "well-known"), into an immersive experience through its packaging. We shifted the focus from the dish itself to the communal joy it brings. We developed a series of narrative illustrations that would not only be playful and memorable but also reinforce the core idea of biryani as a shared, celebratory meal. By making storytelling the heart of the visual identity, we aimed to create a strong sense of recall.
The Final Output The final output was a vibrant, illustration-driven identity system. The visual concept featured scenes of people from diverse backgrounds across India sharing biryani, capturing a wide range of everyday and celebratory moments. The style was inspired by classic Indian comics, using vivid colors, textures, and bold shadows to create an authentic and relatable feel. The logo design complemented this visual style by drawing inspiration from the typography of Indian street stalls, giving the brand a contemporary yet nostalgic feel. The fonts were customized to evoke a sense of "Indian-ness." The entire system successfully transformed the packaging from a simple container into a piece of art that tells a story and reinforces the brand's joyful, community-driven essence.
