The Congee Concept

Cloud Kitchen Branding 


Congee is a loose rice soup/porridge served in a bowl. This versatile dish is made with rice & water and by fusing different flavours together. In South Asian cultures, Congee signifies 'comfort' and 'home'.

The Congee Concept is a cloud kitchen, based out of Bangalore (India) that is geared on uplifting the mental association of congee to be a poor man/sick man's meal by reinventing some of the classics to give it a vibrant, new appeal with traditional roots.
The identity is a logotype exploration that includes a hand holding a soup bowl, to best illustrate what their primary segment is. The illustrations complimenting the identity is a play on how different flavours mix together when combined in a rice soup. They are retro inspired and earthy.



Brand Designer


Cravings Kitchen


Cloud Kitchen


Identity Design