Royal Rice Branding

Royal Rice, a new virtual Asian kitchen brand developed for Delivery Hero, required a unique and modern brand identity. As a virtual brand, it operates exclusively online, without a physical location, focusing entirely on delivery. Built around rice, the common ground of almost every Asian kitchen, the concept aimed to bring premium Asian food to delivery without the formality that usually comes with it.

The brand was designed to stand out in a crowded delivery market with a bold, playful and confident identity. The project included the creation of the name, tone of voice, logo, colour palette and visual direction, all tied to one central idea: "Only serious about quality." A comprehensive social media launch strategy further reinforced the brand's personality and accessibility.