Karnival specialise in capturing all the magic of street food markets and delivering it directly to their clients. They work with a roster of top London traders to create bespoke street food experiences that cater for everything from office lunches and corporate events to private parties and public pop-ups.

Whilst their business offer is clear, the street food market is a crowded one (literally). Karnival asked Thisaway to help them communicate exactly what it is that makes them unique. They wanted a brand with a more defined point of view that would help lift them above the sector noise and really resonate with the traders they work with as well as the clients they cater too.

Thisaway quickly established that it was Karnival’s ability to provide the convenience of delivery with the theatre and atmosphere of the market that made them unique. They package up all of the sights, smells and atmosphere of the market and bring it right to you – literally delivering more than any of their competitors. It was this insight that led Thisaway to their brand idea.

Built on the notion of indulgence, ‘Hungry for more’ captures the universal desire for fresher food, bolder flavours and heightened experiences. More varied. More authentic. More immersive. More convenient.

For Karnival this acts as a driver to constantly strive for better; optimising offers and growing their client and trader base to consistently deliver the best street food the capital has to offer. For vendors it acts as an invitation to grow and elevate their business through greater exposure. And most importantly, for clients it acts as a challenge to stop settling for greasy burger vans, tepid pasties and dreary meal deals.

To help bring their idea to life, Thisaway leant into the rich visual world of street food – layering up elements inspired by packaging, stickers, menus and receipts to create a vibrant visual tapestry that perfectly represents the melting pot that is the London street food scene.

Hand-drawn stickers and turned-up corners overlay rugged wrappers and vivid photography. The colour palette balances the muted tones of earthy ingredients and packaging with the vibrancy of fresh fruit and veg. And the the bold, robust typeface acts as a consistent thread tying the flexible system together.

To help anchor the Identity system, Thisaway worked with lettering artist Oli Frape to create a signature for Karnival. Reflecting the scrawled handwriting of traders quickly jotting down orders or scribbling names.

Thisaway also developed a clear tone of voice for Karnival that delivers on the promise of ‘Hungry for more’. From the stickers to the headlines, the essence of the brand idea is captured through a clear challenger personality and plenty of punchy messaging.