Brand Identity For Burger Brand
Our Process
Paul walks through the project goals, challenges, solution and results for this brand.
The challenge
The Kuwaiti food market is hotly contested. The challenge was to create a new food brand that would grab attention and stand out from the crowd.
Process
Through thorough research, we discovered that while the smash burger market was oversaturated, the thick-cut patty market remained underserved. Our target audience was Gen Z tastemakers seeking a delicious, casual, and entertaining dining experience to share with friends. We also noted that competitors all used modern branding that lacked personality and authenticity. Based on these insights, we decided to pursue a vintage, nostalgic, 50s, Americana, diner, and fast-food creative direction for the branding stye.
Solution
To achieve Big Belly's desired brand identity, we crafted a hand-drawn logotype and a friendly mascot that personifies the brand's welcoming, authentic, and down-to-earth nature. We complemented these elements with hand drawn illustration and secondary typography to add personality and character. We brought this all together with a faded red, white, and blue color palette, reminiscent of nostalgic American diner culture. Additionally, we created cohesive collateral across all packaging to establish a consistent and professional brand image.
Results
The brand identity design for Big Belly is a testament to the power of well-executed branding. By creating a brand identity that was authentic, relatable, and loveable, we were able to help Big Belly stand out in the market and connect with their target audience.
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