The concept: launch a new local burger joint, that looks international but feel authentic and honest, with classical brand elements that would stand the test of time and differentiate it from the competition. A concept so simple, it would be hard for anyone to copy.
We started by conducting market research, studying burger F&B trends in major cities around the world and carefully examining the local market.
Our findings, insights and inspiration formed the basis of an effective brand strategy that was translated in every element, from name creation, to brand identity and environmental branding, all the way down to photography. Using a bespoke yellow, we created a brand so solid that it doesn’t fade with the trend. Rather it actually creates a trend! We developed out of the box marketing and communication strategies that quickly attracted the right audience, turning them into loyal repeat customers.
CBJ became a love brand in no time! In just five years, the brand had 30 branches and many different outlet models, such as stand alone, in-mall, food truck and kiosks. Most importantly, the brand’s fan base is one to envy and later inspired us to launch a “Burger Addict” movement that bent the rules of the game once more.