The Burger Box is a new dining concept from The KAfe Group. Launched earlier this month in Hanoi, Vietnam, it combines the Real Food, Real Passion philosophy of The KAfe with a new take on fast food. Our brief was to develop and apply a brand identity across the interior, packaging, menus and other communication. In less than a month.
Our first step was to agree the brand strategy and the resultant design brief. We recommended an endorsed brand strategy, meaning The Burger Box was part of the The KAfe Group but had its own, distinctive branding and style. A bit like a cousin, rather than a brother or sister. This meant we needed to incorporate the real food aspects of The KAfe brand but give it a modern, fast-food spin. From this, we wrote a brand positioning statement to capture the heart of the brand.
Once the brief was agreed, we developed four potential visual directions for the brand, expressed as mood boards. They were all designed to be vibrant, impactful and full of personality. The client quickly selected their preference, which fortunately aligned with ours.
Then it was straight into developing the concept for the interior, so they could get building, and with this we also recommended an ordering system that would optimise the use of the small space and add another unique aspect to the brand: rather than ordering at the counter – as is usual in fast food restaurants – diners complete an order form and hand it into the staff, they then wait in the dine-in or take-away section for their food and drink.
This system, and the brand positioning, helped solidify our thinking on the materials we’d need to design. But first we needed a logo that represented the offer yet was simple and bold. We presented a range of options before fine-tuning the client’s preferred route.
Having agreed a visual style, a huge wall board was designed to promote the seven burgers; order forms listed all items in dual-language; and placemats and flyers provided information about The Burger Box philosophy. At the same time, illustrations were created to adorn the walls of the outlets and further enforce the food credentials.
This was all supported by packaging that has been kept simple but efficient, suitable for both dine-in and take-away.
To finish off the project we developed brand guidelines that define colour and font specifications as well as graphics and layout style.
The Burger Box’s logo and visual identity have been very well received by customers and commenters. The concept is new but already attracting a lot of interest and media coverage.