GRUBSTARS

Grubstars is a cloud kitchen platform aiming to bring gourmet fast food like wraps, burgers, sandwiches and shakes to the Indian masses. The brand aims to be true to the international taste - from where it has orginated with little to noIndianization to its taste. Grubstars also wants to include a wider variety of meat options like lamb, turkey, fish and pork to its consumers, which, multinational QSR chains generally don’t provide an option of. 

The founders wanted an identity that would have strong, clean, but playful and bold elements which are found on leading QSR chains like McDonald’s, Subway and Burger King. Since at the time of creation, there were no plans for an in-dine arrangement. The design was limited to packaging and other deliverables like menu, boxes, tissues, visiting cards, paper bags etc. 

The brand archetypes that were the most ideal candidates were: Creator, Explorer or Hero. We intended to create something that was bold, playful and had a pop-culture and bit of a nostalgic factor to it. Benchmarking and Moodboarding It was imperative to benchmark local, domestic and international QSR chains, especially those who deal in continental/international fast food offerings. 

Sketching is important! Based on the research and moodboarding, we create sketches before finalizing a few to be digitized.