Big Belly 

Brand Identity For A Burger Dark Kitchen

Objective:

Big Belly, a thick-cut burger dark kitchen in Kuwait, wanted to create a brand identity to personify their warm, down to earth brand. They commissioned Ulysses Design Co to develop an authentic, memorable and welcoming brand identity. The project aimed to differentiate Big Belly in the competitive Kuwaiti market.

Deliverables:

Logo Family. Type & Colour. Graphics. Collateral. Style Guide

Research:

Through thorough research, we discovered that while the smash burger market was oversaturated, the thick-cut patty market remained underserved. Our target audience was Gen Z tastemakers seeking a delicious, casual, and entertaining dining experience to share with friends. We also noted that competitors all used modern branding that lacked personality and authenticity. Based on these insights, we decided to pursue a vintage, nostalgic, 50s, Americana, diner, and fast-food creative direction for the branding style.

Solution:

To achieve Big Belly's desired brand identity, we crafted a hand-drawn logotype and a friendly mascot that personifies the brand's welcoming, authentic, and down-to-earth nature. We complemented these elements with hand drawn illustration and secondary typography to add personality and character. We brought this all together with a faded red, white, and blue color palette, reminiscent of nostalgic American diner culture. Additionally, we created cohesive collateral across all packaging to establish a consistent and professional brand image.

Results:

The brand identity design for Big Belly is a testament to the power of well-executed branding. By creating a brand identity that was authentic, relatable, and loveable, we were able to help Big Belly stand out in the market and connect with their target audience. The project's success underscores the importance of strategic brand positioning and design in achieving marketing goals.