JUNGLEE

Wild Rolls and More - Bangalore
July'25 - Aug’25

Junglee is a bold food brand built around flavor, nostalgia, and comfort. It celebrates Indian rolls that are honest, exciting, and full of personality. Every detail, from punchy menu copy to cheeky packaging lines, is designed to spark joy and remind people that food can be both comforting and wild.

BRAND & IDENTITY | STRATEGY | CUSTOMER EXPERIENCE

Junglee needed a brand strategy that matched its energy. The challenge was to create a system that kept the vibe bold and playful, without tipping into messy or inconsistent. The brand had to speak to both cult-following foodies who care about design and storytelling, and everyday diners looking for comfort without compromise.

Target Audience: Junglee appeals to food lovers who crave rolls with real flavor and cultural style. Some are explorers tired of endless delivery roulette, looking for quality they can trust. Others are design-aware and drawn to charm, storytelling, and cult appeal. At the same time, there are loyal everyday eaters who simply want good food made right. Across all groups, what unites them is a desire for comfort food that feels exciting, authentic, and consistent.
Tone of Voice: Junglee speaks in a way that is casual, witty, and sharp. It sounds like your foodie friend, not a corporate menu. Online, the voice is conversational and cheeky. On packaging, it is punchy and memorable. On the website, it is clear and confident. In customer service, it stays warm and respectful, with just a hint of playfulness. Every word is designed to carry flavor, energy, and cultural cues that stick.
Content Strategy: Focused on balancing humor, nostalgia, and cultural relevance. Campaigns use playful lines and smart cultural cues to build connection. Everyday communication highlights quality, consistency, and flavor, while social media pushes the vibe with witty Hinglish captions and shareable punchlines.

The new menu design transformed how customers engaged with Riverside Coffee Co. It was no longer just a list of options, but a story in itself—one that invited customers to learn about the heritage, sustainability, and artistry behind every cup and dish. The menu elevated the café experience, making it more immersive and memorable. It also encouraged guests to take home a piece of Riverside through their retail offerings, deepening their connection with the brand.