Bun & Only
Brand Concept + Identity System Design + Packaging Design
The Problem :
Mostly Burgers are referred to as "junk" food. Most Indian restaurants do go beyond a standard burger menu and even fewer put thought and craft behind their ingredients and menu offerings. As a result whilst chains like McDonalds and Burger King thrive, gourmet burgers seemed to have failed to make an impact on the Indian consumers.
The Solution :
To create a concept driven gourmet burger chain that is targeted to meet the adventurous Indian palette whilst bringing together an aspirational menu that brings out the authenticity and taste of a true burger.
Agency: Stratedgy (India) | Team: Krupa Kapadia (Creative Director) | Role: Nirali Marfatia (Lead Creative Designer)
The Concept :
Bun & Only is a play on ‘one and only’, which denotes love and exclusivity. The quirky brand language is built on the concept of embracing ‘AND’ in a world full of ‘OR’. The language talks about how each personality is made of extremes, and it is these extremes that make us unique as individuals.
Crazy in love OR just crazy | Mellow OR Melodramatic | F.O.M.O OR J.O.M.O
We are all extremes in a way… and perhaps, that is what makes us unique!
With these concepts, we built a brand identity that is bold, stark, exclusive and inclusive. The ampersand (&) designed for the brand transitions into a heart, reinforcing the brand concept of love and inclusion.
