How do you sell home made food?


By making someone home sick.​

Tummyfull – The Taste of Home

Tummyfull is a catering service, based out of Hyderabad, offering freshly cooked, Indian home-style food. For an affordable price, customers have access to an unlimited choice of dishes encompassing the various regions and cultures of India; whilst being assured of quality, hygiene and authenticity. The brand is expected to have restaurants and drive-ins across the city in the following months.

Tummyfull was looking for an identity that captured the essence of a home-cooked meal. With the target audience being largely students, working professionals and migrant population who are far from home, the identity needed to appeal to their emotions. As Tummyfull deals with regional Indian food, the identity was also required to capture the different communities and cultures of India.

Services: Branding | Editorial | Advertising
Client: Tummyfull Food Pvt Ltd
Sector: Hospitality

The taste of home

To capture what Tummyfull offers, we conceptualized “The taste of home”. This idea triggers the feelings of comfort associated with a warm home-cooked meal. As home-style food is at the heart of Tummyfull, we decided to incorporate family at the heart of the identity. We used the loving voice of mothers, grandmothers, aunts and other family members, to stir feelings of nostalgia in customers. These characters are common across every household in India, thereby appealing to the different regional needs of the brand. The idea was seamlessly extended into various channels of communication.


In designing the brand’s identity, we decided to stay focused on the twin aspects of medical care and the network of possibilities: the four medical crosses woven together in the brand identity are symbolic of this network of hospitals affiliated to MediSync. Each medical cross represents the brand core pillars of verified doctor credentials, patient centricity, uniform care and transparent process – the fundamental strengths that MediSync leverages for its partner hospitals.


To inspire chefs to be part of the Tummyfull family, we carried the design concept forward to a recruitment kit. This starter kit includes all the information required to be a successful Tummyfull Chef.

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