Masala Wok
Business Branding, Logo Design & Website
Quest Digital Services Used
Logo Design
Website Design
Business Branding
Overview
After 17 years of operation, Masala Wok was ready for a fresh identity and turned to us for it. Masala Wok, with branches in both Texas and Virginia, offers a delectable fusion of traditional Indian and Asian flavors using only the freshest ingredients and aromatic spices. Despite its dedicated fan base, Masala Wok faced difficulty drawing in new customers. Despite facing difficulties, the restaurant was expanding and opening two new locations. At that point, their architect proposed altering the environmental branding and overall design. After some initial calls, we had a meeting with Masala Wok's founders to understand their business. We were keen to discover their what's working for them and areas for improvement. Our aim was to showcase Masala Wok's strongest qualities in a way that would entice a regular flow of new customers.
Brand Direction
Utilizing a variety of visual aids, we brought our proposal to life and showcased multiple concepts for the Masala Wok brand. Each direction was distinct from the others, providing our client with diverse options to consider. This approach not only allowed for input from the restaurant owner, but also ensured their buy-in at the inception of the concept. Once a concept was selected, our focus shifted towards tangible deliverables necessary for building out the brand. Ultimately, the chosen brand board perfectly captures the essence of Masala Wok with its vibrant and warm colors reminiscent of India, paired with sleek and modern Asian-inspired designs.​​
Logo Design
​As we embarked on creating the Masala Wok logo, numerous obstacles arose. We had to carefully merge elements from both Indian and Asian cultures as well as incorporate the appropriate food, typography, and color schemes. This symbol needed to be versatile enough to work well on a variety of platforms such as gift cards, billboards, and everything in between. Furthermore, it needed to possess a captivating quality that would draw in passersby both day and night.​
Three Logos to Choose From
The initial logo incorporated the plum and pink hues from the brand board, along with a robust orange shade for balance. The logo integrated an Asian wok and chopsticks in a bowl as an icon. The word "Masala" was written in a graceful and flowing font, while "wok" appeared strong and stable.
In the second logo design the icon was also incorporated into the second option's logo, where we utilized a set of chopsticks to create the "A" in "Masala." To make the icon stand out and captivate the audience, we used a sleek font.
The third option showcased a vibrant and contemporary concept, incorporating an elephant to represent Indian culture. The elephant's trunk cleverly morphed into a flame, paying tribute to the wok cooking commonly found in Asian cuisine. Our team thoughtfully incorporated distinct colors and symbols for each culture to differentiate India and Asia within the overall concept, while also keeping the brand and its new space in mind.
Business Card Design
​​​The business card serves as an extension of the brand, featuring a square design that perfectly complements the brand's unique personality. We made sure to include the logo and icon on one side, while the other side showcases the brand's signature colors. To add a personal touch, we placed the flame icon at the top and used brand-specific fonts throughout the card.
Wireframe Design
After designing a wireframe that prioritized user experience, we strategically incorporated CTAs throughout the new Masala Wok website. This included a slider image at the top for promotional messaging in line with the ongoing marketing plan. Due to varying offerings at different locations, we created a custom menu on WordPress that would direct users to the appropriate content based on their location. This also allows for easy updates to menu items and pricing through the backend. To enhance user-friendliness, contact information was organized and a map was integrated to display which location was closest to the user.
Website Design
After the new website was launched on the existing domain, our team conducted a thorough post-launch testing process. This ensured that all buttons, links, forms, and pages were functioning properly and loading correctly.
Project Closeout
The client was extremely happy with the new restaurant brand, which has resulted in over 8,000 Facebook followers and 20,000 monthly website visitors for Masala Wok. Thanks to their determination to see the project through and entrust Quest Digital's expertise, the restaurant continues to thrive from the rebrand. With efficient operations, delectable food, and striking branding, success is inevitable.