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.
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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.
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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.
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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.
