Curry Kingdom is a new casual dining restaurant that specializes in Asian curries and provides a new curry experience for young families. The brand identity design focuses on "friendly and playful" and emphasizes the hand-drawn feeling in the logo design, combining the three words "Curry Kingdom" into one.

The design expresses the restaurant's intention to make delicious food with care. The mascot is designed as a personified Indian pancake to appeal to the target audience of families and young people, who are the main customers of the restaurant and to establish a friendly and approachable image.