Let's be honest, khichdi is the ultimate comfort food, but it's rarely considered exciting. Whatta Khichdi came to us with a brilliant idea to reimagine the classic dish with bold, fusion flavors that are anything but boring. They needed a brand that matched the adventure in their food.
The core logo was custom-made to look like a steaming bowl of hot khichdi, a subtle visual hint that grounds the brand in comfort while radiating warmth and energy.
We skipped traditional illustrations. Instead, we used the custom letterforms of the logo itself to create patterns and graphics across the touchpoints and packaging. This, combined with fun wordplay, resulted in a lively, engaging identity that ensured Whatta Khichdi is a standout choice for adventurous eaters.
