Giving a digital presence that feels true to its space and culture
Curry Craze is a neighbourhood Indian restaurant in Mascot with a loyal local audience and a dining experience defined by warmth, familiarity and cultural character. In a category where many people first encounter a brand online, the team wanted a digital presence that represented the feel of the restaurant rather than a generic hospitality template. We worked across the website and social presence to shape a direction that reflects the mood, personality and lived experience of the space.
- Shape a digital presence that reflects the real atmosphere of the restaurant
- Design a website that carries identity, place and cultural character
- Establish a social presence rooted in community and lived brand moments
- Align expression across online discovery and in-restaurant experience
- Food & Drink
- Digital Platforms
- Digital Platforms
Carrying the atmosphere of the restaurant into the website
The website was designed to communicate more than information. It introduces the tone and personality of Curry Craze through imagery, framing and structure, giving visitors a sense of place before they arrive. The experience remains simple and direct, making it easy for people to understand what the restaurant offers, where it is and how to engage, without noise or distraction.
A social presence grounded in culture, community and everyday dining life
The social presence leans into how the brand is experienced day to day. Content highlights food, environment and shared moments that feel authentic to the community around the restaurant. The tone is approachable and familiar, building recognition through presence and repetition rather than stylised campaign messaging.
Bringing expectation and experience closer together
Website and social channels were aligned so the brand feels the same across digital discovery and physical visit. The aim was to reduce the gap between online impression and real-world experience, allowing people to recognise the same personality, energy and cultural feel wherever they encounter the brand.
Results that matter
Increase in interaction across social content and recurring audience touchpoints.
More visitors reaching location and key visit-focused pages.
Growth in high-intent actions from users seeking visit and booking details.
Clearer pathways, smoother browsing and stronger brand presence online.
Improved familiarity and recall among returning and local audiences.
More repeat visits from users returning to content and website pages.
Key insights from this project
A website that carries the atmosphere and identity of Curry Craze.
A social presence rooted in culture, community and lived brand moments.
Closer alignment between digital discovery and in-restaurant experience.
A stronger, more recognisable presence for a neighbourhood dining brand.
