As a part of an academic project, I took up 'Tunday Kababi (TK)' to rebrand the legendary local food chain in my hometown, Lucknow, India. It is more than 100 years old, known worldwide for its signature soft-textured kababs (minced meat balls) that has mesmerized consumers over the years.

 

TK, however, lacks a cohesive branding that gives other local non-veg food chains to rip off the inconsistent identity and create fake brand across the city.