The objective of this project was to create a dynamic, eye-catching brand that would differentiate Bill’s Burgers from its competitors and reinforce their commitment to great food and a memorable customer experience.
Role:
Brand Specialist
Industry:
Hospitality
Duration:
3 weeks
Challenges
Standing Out in a Competitive Market: The burger industry is full of competition, so Bill’s Burgers needed a unique, vibrant identity that would make them easily recognizable and attract new customers.
Balancing Playfulness with Quality: While the client wanted to bring a fun, playful vibe to their brand, they also needed to maintain the perception of high-quality, gourmet burgers that could appeal to a broad range of customers.
My Approach
Discovery Phase
Market Research: Conducted an in-depth analysis of the local hospitality market, identifying key competitors and trends in the burger and casual dining space. This helped to pinpoint opportunities for differentiation and develop a unique brand position for Bill’s Burgers.
Brand Discovery & Client Consultation: Worked to understand their brand story, core values, and target audience. This helped shape the direction for the brand’s new identity, ensuring it captured their commitment to quality, community, and a fun dining experience.
Design
Brand Collateral & Material Design: Designed a full suite of branding materials, including menus, signage, packaging, and digital assets. Each element was crafted to ensure a cohesive, vibrant brand experience both in-store and online.
Results
The bright, bold new logo and visual identity helped Bill’s Burgers stand out from competitors, boosting brand recognition and attracting more foot traffic. With vibrant new visuals and a fun, engaging tone, Bill’s Burgers saw higher levels of interaction on social media, attracting a wider audience and building excitement around their brand.
Future Plans
Expanding Digital Engagement: We plan to further build Bill’s Burgers’ digital presence with targeted social media campaigns and digital promotions, utilizing their refreshed brand to attract an even larger following.
Seasonal & Promotional Branding: We’ll explore additional opportunities for limited-edition packaging and special promotions tied to holidays and events, helping to keep the brand fresh and exciting year-round.
Conclusion
The branding transformation for Bill's Burgers successfully captured the essence of their fun, vibrant personality while reinforcing their commitment to quality and community. With bright, bold visuals and a clear brand message, Bill’s Burgers is now better positioned to engage with both loyal customers and new fans, standing out in the competitive local hospitality scene.
