Erth Co, a graphic design studio in India, developed a complete brand identity, packaging system, and menu design for The Croffle Guys, India’s first viral croffle QSR brand.

Brand Identity & Packaging Design for The Croffle Guys

The Croffle Guys are going viral. Behind the croffle craze is a comprehensive brand identity and packaging system designed to introduce a new food category and scale it nationwide.

The Challenge
Create a brand identity for an entirely new food category in the Indian QSR market. The croffle, a hybrid of croissant and waffle, needed visual language that could communicate what it is, why it's craveable, and why it matters, all at a glance.

The brand required multiple touchpoints: packaging that becomes shareable content, menus optimized for quick decisions, store signage visible from across the street, and a complete identity system scalable for rapid expansion.
 
Logo Design & Brand Mark
A logomark that fuses food forms
The silhouette combines the crescent curve of a croissant with the grid structure of a waffle. Instantly recognisable, instantly appetising. The mark communicates the product category without explanation.
 
Custom typography
Thickset, rounded, soft-edged letterforms. Every character feels plump and bite-worthy. The mirrored C and G act as structural bookends, creating memorable visual rhythm while balancing playfulness with legibility across digital screens, print menus, store signage, and packaging labels.

Packaging Design & Brand System
Designed to be shared
Every design choice was made for shareability. Bold, bright orange for instant visibility in crowded QSR spaces and on social media feeds. Playful, provocative copy across every panel: "Your gym trainer doesn't need to know about this." "Best thing you'll put in your mouth today."

Complete packaging ecosystem
Delivery boxes, food trays, cups and cup sleeves, kraft mailers, stickers, and branded collateral. We built the packaging in 3D renders, a service we offer for brands visualizing products before production.

Menu Design & Digital Strategy
We designed across print and digital: in-store menus, digital menu boards, store signage, thank-you cards, promotional coupons, and branded merchandise.

The menu as selling tool
Every layout decision made to guide the eye and trigger cravings:

• Bold product names that read at a glance

• Macro food photography highlighting texture and indulgence

• Clean pricing and benefit-first descriptions for fast decision-making

• Sharp visual hierarchy — navigation feels instinctive

• Typography calibrated for real-world viewing, readable from counter and queue

 
Image-heavy formats inspired by classic QSR legends, reimagined for Instagram-native audiences.
 
Store Signage & Environmental Design
Typography and color calibrated for high-visibility retail environments. Signage bold enough to be seen from the street, clear enough to guide ordering, on-brand enough to reinforce identity at every touchpoint.
A cohesive system anchored by digital-first menu strategy, viral packaging, and environmental graphics built for scale.

Brand Strategy & Design Direction
Vibrant and appetite-driven. Nothing subtle. Everything intentional. A brand built to cut through the noise of the Indian QSR landscape and establish a new food category in the cultural conversation.
From logo to packaging to in-store experience, every element reinforces one idea: this is something new, something fun, something worth trying and sharing.

Recognition & Impact
Selected for the Kyoorius Design Awards 2025 First List, recognizing excellence in brand identity and packaging design in India.

The Croffle Guys demonstrates what's possible when brand identity, packaging design, digital strategy, and storytelling align. A full-scale project that introduced a new food category to India  and made it stick.