In The Bowl is a family-friendly, build-your-own-bowl restaurant concept — a full identity built from a single playful idea. The name comes from home: in my family, if it can go in a bowl and be eaten on the lounge or over a chat at the dinner table, we love it. Burrito bowls, dumplings, pasta, even dessert ("snack bowl"). Add a nostalgic nod to the 2010 M&M's "get in the bowl" ad, and the brand had its voice: comfy, fun, and a little bit cheeky.