Korai Kitchen is a Bangladeshi restaurant in Jersey City owned and run by a mother and daughter team. The restaurant was born out of a mother’s love for cooking and her ambition to make her dreams a reality. The visual identity intends to place emphasis on this by showing Amma (mom) who actually makes the food while proudly displaying an all Bangladeshi menu. For a long time, many Bangladeshi immigrants would come to the US and open Indian restaurants or cook in Indian kitchens because that is what Americans were more familiar with.
The identity is a celebration of Bangladeshi cuisine and culture that has too often been grouped into and overshadowed by Indian culture. To make this distinction more prominent, I used Bengali script and phrases as part of the messaging. We further made these distinctions by using phrases such as ‘No Chicken Tikka Masala’ so as to proudly claim that they won’t be serving a very popular ‘Indian’ dish.