Dabbawala is a trusted delivery service in New Zealand. It is a brand that connects to everyday people. The idea is of delivering fresh made food to office workers, similar to the Dabbawala’s of Bombay. The concept ” Dabbawala – your everyday hero” was the main driver here. It is inspired from Bollywood movie posters that evoke the sense of capturing the hero vibe with dramatic compositions, resulting in a distinctive and unforgettable brand identity. This design direction is characterized by its bold, vibrant design that perfectly captures the fun and casual spirit of our brand while also focusing on making the Dabbawala like a hero who delivers your food to you. To infuse a modern and relatable feel to it, we incorporated fun words that remind us of Bombay and took a contemporary approach in stylizing them. The identity reflects a confident, playful tone that invites users to have home feels in their daily lunch.