Ali Can Elagoz

07 / Brand systems

CurryFit:
Taste of Home

Client
CurryFit
Role
Creative Director
Location
Dubai, UAE
Year
2023
Illustrated mandala of fruits and vegetables with a woman in a yoga pose at its center

Objective

To increase brand awareness among Indian expats in the UAE by positioning CurryFit as the go-to solution for healthy, traditional Indian meals that evoke the comforting feeling of home.

Insight

Indian expats in Dubai crave the taste of home: the emotional and sensory connection to their culture through food. Many are also seeking healthier lifestyles, balancing nostalgia with fitness goals.

Concept

“Taste of Home” captures the duality of tradition and transformation. Through storytelling, authentic recipes and immersive experiences, the campaign bridges emotional flavor memory with modern wellness.

Visual universe

A collection of generative elements crafted with Midjourney. These visuals shaped the tone, culture and packaging of the brand.

Mandala pattern with a man in a red top and fruit motifs
Circular mandala with three figures and fruit motifs
Pattern with three men in yoga poses and fruit motifs
Mandala with a man in a squat pose
Pattern with a man and fruit motifs on a green field

Brand system

The identity grew from the visual universe into a scalable design system: logotype, color palette, packaging and digital touchpoints, all shaped by the tone of the generative assets. The result is a warm, functional and highly ownable brand, designed to nourish both visually and emotionally.

CurryFit food container with an illustrated wrap
Taste of Home key visual: a bowl of food in a ring of text on the pattern

Key visuals

Square key visuals pair each dish with the pattern world and the line “Wholesome Tradition, Everyday Wellness with CurryFit”.

Key visual with a tomato and onion dish
Key visual with a strawberry and cauliflower salad
Key visual with a creamy dish topped with saffron
Key visual with a waffle and egg dish