Gin Curry
Hong Kong
Rebrand & Concept Study to Elevate a Mass-Market Japanese Curry Chain
2014
Our Role
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Brand Positioning Strategy
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Visual Identity & Logo Design
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Menu Layout & Food Photography Direction
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Packaging & Takeaway System Design
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Interior Look & Feel Concepts
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Copywriting for Promotions
Project Story
Gin Curry, a 20-store Japanese curry chain in Hong Kong, was part of a larger restaurant group based in Japan. While their fast, affordable model had helped them scale quickly, it also locked them into price-driven competition with limited perceived value. In a maturing market and shifting consumer landscape, they saw the need to evolve.
They approached us to conduct a feasibility study—without a confirmed site—to explore how the brand and store concept could be repositioned for the future. The goal was to “up the game”: move beyond price, improve competitiveness, and build a foundation for long-term differentiation.
What we did
We proposed a new brand identity built on clarity, energy, and emotional connection. The direction was fast-food friendly but no longer generic—anchored by a playful yet structured design language.
Deliverables included a new logo based on a stylized curry pot motif, a bold yet systematic menu layout, and upgraded food visuals to drive appetite and perceived quality. We also designed a unified takeaway packaging system, light-touch promotional copy, and interior concepts with modular colour and wall feature options. The system was designed to scale—creating a consistent customer experience across potential new sites.
The Result
Although the concept remained a feasibility study, the project provided a strategic roadmap for the brand’s next phase. It demonstrated how Gin Curry could shift from a price-focused chain to a more compelling fast-casual experience—without alienating its mass-market roots. The system was designed to be repeatable, practical, and ready for rollout when the opportunity emerged.
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