Branding
Your Everyday Hero, Now in New Zealand
A fresh identity by Mechi Co. Design for Dabbawala NZ blends Bombay nostalgia with bold, Bollywood-style energy, serving up flavour, fun, and familiarity.
When a brand borrows its name from Mumbai’s iconic dabbawalas, you know it’s rooted in community, hustle, and food that feels like home. Dabbawala New Zealand is just that—a food delivery service that channels the warmth and reliability of the original lunchbox carriers from Bombay, but with a distinct design twist.
The central idea, "Your Everyday Hero", isn’t just a tagline—it shapes the entire brand experience. Inspired by the kitschy charisma of old-school Bollywood posters, the visual identity positions the Dabbawala not just as a delivery person, but a beloved star of your lunch hour. Dramatic poses, expressive typography, and punchy colours bring a cinematic energy to the design, making it instantly recognisable and memorable.
The packaging and branding mix retro inspiration with a contemporary, urban flair. Fun Bombay-style phrases are stylised to feel familiar but fresh, adding a cultural wink without alienating a global audience. It’s vibrant, humorous, and unapologetically desi—right down to the last dabba.
