Express Restaurant. Express Case Study.

After the successful rejuvenation of Queen of India, the brand wanted to extend its legacy on to the QSR space. Queen’s Express is starting out to be a Quick Service Restaurant chain across Saudi Arabia. A chain for Indian food, served quick.

Naming & Logo

Queen’s Express brand name rides on the delicate balance of familiarity (of Queen of India) and format suggestion (express). For the Brand Identity, it made perfect sense to draw inspiration from Queen of India. The lotus motif, typography, and colour palette all are thoughtful elements that maintain a consistent visual thread between the two brands.

The stylised Q brings out the key values, objectivity and visual clarity with a playful touch in the logo. It also shows movement and express nature of the food. The custom created typography dimensionalizes the brand name in a uniquely memorable way. Using the flower as apostrophe is smart and simple. While adding gap, it creates visual interest and ownabaility.

Full pack of collaterals were created, ranging from menu card design, delivery van design, staff uniform design and various packaging elements that make the brand consistent and strong. The tone of voice is fun and engaging.

While Queen of India was strengthened with a visual language of real spices, Queen’s Express also carries forward the same visual system, but in sketch format.

Queen’s Express is a simple extension of Queen of India, and a heartwarming expression of Indian food. We may be thousands of miles away from the brand, but our energy, and passion transcends all boundaries and touches the hearts of every foodie in Saudi Arabia.

Wasn’t it great?

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