Shanghai Shenanigans
A bold, Pan-Asian food brand based in New Delhi, launched as a delivery-first kitchen. Focused on fusion cuisine, around Desi-Chinese offerings.
Sector: Cloud Kitchen
Services: Visual Identity, Packaging Design
Year: 2022
Challenge
Shanghai Shenanigans was entering an overcrowded cloud kitchen market in 2022 with an ambitious concept: serving bold Desi Chinese street food.
However, the brand struggled to differentiate itself in a space where most identities leaned on predictable clichés or leaned too heavily on tradition. The packaging also lacked personality, affecting delivery unboxing impact and brand recall.
Solution
We built a brand identity that bottled the essence of an urban night-out, high energy wrapped in polished elegance. The design language balanced bold nightlife cues with refined detailing, creating an aspirational yet approachable vibe.
Our packaging served to an online customer based. The brand sold their products through online platforms like Swiggy & Zomato where convenience mattered the most.
Intentional Logo Concept
The Logo Design comprises two fundamentals, being fused together.
The aim was to be intentional.
With the Chinese Flower and the Skyline metaphor in the typography was something that was a nudge that we wanted to reflect in the logo.
The Menu Design
We designed a bold, street-inspired menu that brings the chaos and colour of Asian street food to life.
The layout combines strong typography, vibrant red tones and playful food imagery, creating an experience that’s easy to navigate yet full of personality. Every detail was crafted to capture an energetic spirit.
Communication Identity over touchpoints
We collaborated with the brand’s social media team and made sure that for everyone who is experiencing this product, the experience remains the same.
We directed over social media creatives, influencer marketing and took over brand custodianship.
Team
Brand Strategy & Creative direction: Chirag Puri
Graphic design & Illustration: Chirag Puri
Copywriting: Vibha Sharma
Photography: Ananya Pande
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