Case study

The Rice Bowl Digital Brand Refresh

A minimalist nine-post Instagram campaign refreshing The Rice Bowl's digital brand, built on concrete texture and food photography.

Graphic Design
Illustration
Advertising

Overview

I designed a digital brand refresh for The Rice Bowl, a Chinese restaurant in Lahore, while working there as Digital Marketing Specialist. The campaign is a nine-post Instagram set that removes the clutter of earlier posts in favor of a clean, minimal look with one clear message per tile, backed by a social media plan and a strategy for brand visuals.

Challenge

The restaurant's earlier social content was busy and inconsistent, and areas like brand visuals and content planning had been overlooked or left undeveloped. The refresh needed to feel calmer and more consistent while still communicating the food, the cooking method and the restaurant's history.

Approach

I set every graphic post on a grey concrete texture with orange-red spice splashes, white lowercase type and a small bowl-and-chopsticks mark, tied together with the #frombowltosoul hashtag. The nine posts work as a three-by-three grid: a top row of messages ("a staple of modern asian cuisine", "quick, easy, fresh!" with a short note on wok hei) plus an illustrated mushroom and chili tile, a middle row of food photography that runs as one continuous table of dishes in black bowls, and a bottom row with "wokin' since 2013", the logo with ricebowl.pk, and "first choice for having Chinese meals."

Outcome

I delivered a set of nine square Instagram posts that also compose into a single grid on the profile, along with the supporting social media plan and brand visual strategy. The posts were made in Illustrator and Photoshop, combining type, vector illustration and food photography.

Published May 26, 2024Tools Illustrator, PhotoshopView on Behance ↗

I designed a Digital Brand Refresh for The Rice Bowl, eliminating previous clutter and adopting a clean, minimalist approach with a clear message. By ensuring brand consistency, I also developed a comprehensive Social Media Plan and a strategy for brand visuals, addressing areas that had previously been overlooked or undeveloped.