Case Study
Century Burger
Repositioning one of the oldest and most beloved local burger brands.
Issue
Century Burger has been around since the beginning of the fast-casual F&B sector in the Kingdom. Focusing on growth, the brand serves made-to-order burgers across all major cities with flagship stores in a neighborhood place environment. After 11 years, the sector is populated with young and funky burger joints popping up on delivery apps, and the brand needed an uplift that repositions it as the market leader.
Insight
Our positioning research highlighted the opportunity between the need for craft foods to become accessible to the public and the rise of the young crowds looking for creative foods to power hangouts. The burgers are made from scratch, with more than 12 buns baked fresh on location and detailed house recipes that bring culinary experiences with uncommon ingredients that elevate the brand beyond the competition.
Solution
With the idea of the House of Burgers, we redefined the craft voice and developed a rich craft graphic identity under a strong yet dynamic branding system. We refocused the brand icon on the packaging to create an iconic appeal and restrained the logo to an imposing appearance. The elaborate branding system of colors, textures, patterns, and wordmarks looks dramatically simple yet gives an industry leader a loud and strong voice.
The new brand strikes the perfect balance between textured craft and crisp-clean branding.
The logo was uplifted to cement the quality of craft tradition in a modern and urban scene. To establish a new sub-category, the House of Burgers descriptive formed a seal of quality.
Dynamic branding power-plays the logo as a label, iconizes the acronym CB and solidifies the brand promise.
Crosssection of meat, sauce, and vegetable layerings were transformed into graphics that express the freshness of the products with true tone coloring.
To capitalize on the CB monogram a cut-out application reveals portions of the brand pattern, adding a more youthful and hype face to the brand.
The packaging comes as an eclectic and multifaceted brand discovery: every layer of branding is showcased on its own, giving the appearance of an endless journey into a world of flavors.
Despite expressing the endless possibilities of creative menus in multiple brand patterns and applications, the House of Burgers maintains an edgy coherence and strong recognition on every later.
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