Ammayunn, a Kerala cuisine restaurant in Karama, Dubai, was founded by a proud Malayali entrepreneur with a new team and vision. Inspired by the phrase “Ammayunn” (a combination of the Malayalam words “Amma” for mother and “oon” for lunch; meaning, food made by mother), the brand set out to capture the warmth, nostalgia, and authenticity of home-cooked meals. Its vision was to resonate deeply with Malayalis abroad while attracting those who love to experience Kerala’s culinary heritage. The challenge was to relaunch the restaurant under new management by retaining existing customers while attracting new ones who cherish authentic Kerala flavours. Through strategic design, visual storytelling, and a cohesive brand identity, we helped Ammayunn transform into a restaurant brand that evokes nostalgia, belonging, and cultural pride.
Services
Client
Ammayun
Year
2023
Location
Karama, Dubai
Requirements & Challenges
Ammayunn needed a brand identity that resonated with audiences who love Kerala cuisine. Though the concept “Ammayunn” was emotionally powerful, the challenge lay in translating this into a compelling identity that connected with customers even before they tasted the food.
This required a logo that conveyed emotional depth, a consistent visual identity across brand collaterals such as menus, flyers, table mats, interior posters, signage, and more, along with a strong digital presence to engage customers from day one. The real test was rebranding in a way that preserved familiarity for existing customers while attracting a wider audience eager to experience Kerala’s authentic flavours.
Approach & Strategy
We anchored Ammayunn’s branding in the universal, emotional narrative of a mother’s love, a theme that transcends cultures while staying deeply rooted in Kerala’s culinary tradition.
Logo Concept: Created as a gentle embrace, symbolising the bond between mother and her child, with intertwining leaves reflecting freshness and nature.
- Colour Palette: Green, inspired by Kerala’s lush landscape, paired with yellow drawn from the ripened paddy earhead and Dubai’s golden vibrance. Together, these tones add a layer of cosmopolitan luxury.
- Typography & Wordmark: Flowing curves inspired by banana leaves and traditional motifs, grounding the brand in cultural heritage.
- Brand Collaterals: Designed menus, flyers, table mats, and business cards with a cohesive visual tone that reinforced warmth and authenticity.
- Digital Launch: Set up social media with launch campaigns, initial posts, and engagement strategy to extend the brand’s emotional story online.
- Interiors & Touchpoints: Adapted the identity to interiors, glassdoor sticker, table mats, creating a seamless, theme-driven experience across every customer interaction.
Result
The new identity gave Ammayunn a distinct and authentic presence. Rooted in Kerala’s culinary heritage and the warmth of a mother’s cooking, every element carried a consistent story of home, love, and tradition. This emotional narrative transformed Ammayunn into a familiar, comforting experience for Malayalis in Dubai.
The new identity gave Ammayunn a distinct and authentic presence. Rooted in Kerala’s culinary heritage and the warmth of a mother’s cooking, every element carried a consistent story of home, love, and tradition. This emotional narrative transformed Ammayunn into a familiar, comforting experience for Malayalis in Dubai.
