Cream
Centre
Vegetarian Fine Dining
Copywriter
[Brand Identity] [Packaging Collaterals] [Menu Copy]
At Yellow Creative Agency
The Brief
A classic, heritage restaurant brand, wants to rebrand to attract a new generation of customers.
The Brand
Cream Centre has been an integral part of the Mumbai zeitgeist since it first opened its doors in 1958 at Girgaon Chowpatty. Over the years, it expanded all across the city and has been a family favourite for generations. Although the entire experience is elegantly curated, the food is a big winner which keeps patrons coming back for more, and for a restaurant that's great news.
Serving multi cuisine food and expanding across other parts of India, Cream Centre needed to take a look at it’s branding and ensure that it was saying the right things. That’s where the need for the rebranding arose, as the restaurant now needed to cater to a younger audience without alienating its loyal family audience.
A large part of the new branding was inspired from older Bombay architecture while the logo was a mixture of a handwritten and sans serif typography. This was the brand.
Cream Centre honours and embraces it legacy, it’s not worried about seeming too old or traditional, it’s actually banking upon it while visually taking a few years off its age. In no way does a ‘younger’ brand mean something devoid of tradition or meaning.
A brief timeline of Cream Centre created for the brand book, 2023
The Copy
Talking about food, it had to sound appetising and have some personality. Cream Centre’s menu is actually a page turner, filled with puns and Indian names. This personality is what Cream Centre has always had, and it was what we wanted to retain. The food is so good, that everyday names won’t do it any justice.
The copy needed to be a little fun, in-your-face and rough around the edges, to accurately convey this iteration of the brand.
