Karapincha unveils new branding ahead of Canary Wharf opening

Launched by sisters Vasanthini and Dharshini Perumal in 2018, the group currently operates concessions at Spitalfields Market and Mercato Metropolitano. 

The new brand identity has been created by creative agency Free The Birds and is its first project in the hospitality space. 

The name Karapincha comes from the Sinhala word for curry leaf, which is one of the primary herbs in Sri Lankan cuisine.

However, the design team felt the need to hone in on the brand name and break it into syllables (KARA-PIN-CHA) to enhance brand recall and recognition.

The refreshed logo design sits in a square with two small circles between the vowels, which symbolise the two twin sisters.

Bespoke patterns around the two circles have been implemented across social media and interior design.

“Opening another location in London meant that we needed to be brave with the design in order to attract customers. We understand the value that design brings to a company, especially in this industry, so we needed a strategic partner who can elevate the Karapincha brand," says Vasanthini.

The team at Free The Birds rose to the challenge and delivered on their promise of bringing clarity and edgy creativity that resembles our culinary evolution and brand heritage.”

Free The Birds designer James Hardy added: “We developed ownable assets and brand guidelines that spread across packaging design, social media, and menu flyers to highlight Sri Lanka’s extraordinary culinary evolutions with its melting pot of regional food traditions. The brand’s distinctive colours of deep heritage green and a vibrant spicy orange, inspired by the country’s flag, are balanced with accent colours, based on unique spice palettes to reinvigorate Karapincha’s cultural heritage.”