Mamaji Burger, a local burger business, started in 2016 with nothing but a stall on street. After getting hit by covid in the gut, they get that selling on a stall can only get them so far. Everyone was homesick after covid so when lockdowns have been lifted, people start going out for new experiences and freedom, now they don't care about street sellers, they were going to McDonald's or ChaiSuttaBar.
The owners feel this behaviour change and they reach out to me, oh btw I was one of their regulars. They need a solid identity that stands out and a strategy to penetrate the market they were aiming for. After many discovery sessions, I come up with the tagline " Mere Bachoo, Burger mamaji ka hi khana " and a very simple strategy.
Staff engage with customers like siblings and have fun with them like partyjunkies.
I build an identity that separates them from the crowd and positions them as a business that's very welcoming to new people with new experiences. The whole identity is made while keeping in mind McDonald's, Burger Singh's and ChaiSuttaBar visual aspects so that the business stands out.
The branding through packaging and ad design was done in a very subtle but at the same time, visuals are kept strong to make it easy to recall the brand for the customers.
