The Curry Truck
An Indian food truck in an American music venue
/ CATEGORY / FMCG Brand Design
/ SKILLS / Brand Identity, Product Research, Color Theory, Illustration, Art Direction, Marketing
/ TOOLS / Adobe Illustrator, Canva, Chat GPT
/ CREDITS / Bala Rao
After moving to the U.S. in January 2025, I was asked to redesign the logo for a friend's Indian food truck parked outside a busy music venue in Denton, Texas.
The food was exceptional, but the truck’s dated visuals failed to connect with the young, mostly American concert crowd. My goal was to create a bold, culturally authentic identity that would spark curiosity and invite new customers in.
I developed a fresh logo and a vibrant design system, bringing energy and relevance to the brand across the truck, menus, and merch.
Logo Design Process
The Curry Truck
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The Curry Truck •
Results from the first week of launch:
A brand collaboration with Louisiana Hot Sauce.
Multiple shoutouts from Denton artists and the local music community.
Increased customer walk-ins, with many requests for stickers.
The rebrand helped the truck not just fit in—but stand out—in the heart of Denton’s creative scene.
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Printing of the new vinyl logo!
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Posts from our venue partner promoting our food with a Tiger!
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Crowding up at The Curry Truck!
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Our discount code for 420 : STONERKEBAB
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Delicious Kebabs!
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420 Kebab Party Post
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Louisiana Hot Sauce x The Curry Truck
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Louisiana Hot Sauce x The Curry Truck
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Louisiana Hot Sauce x The Curry Truck
