Fatburger’s venture into the Middle East market needed to be seamless. However, the brand’s irreverent tone and American-ish humor wasn’t going to translate.
Geared’s Brand Refresh approach needed to pull from Fatburger’s attributes (Los Angeles roots, food quality, accolated, etc.) to create visually impactful messages that still efficiently told the story of Fatburger. After location/region assessments, the strategy was to keep the communication in English. This allowed Geared to create brand pieces that still kept to their brand personality. This said, each location featured a local skyline that was blended with an LA landscape. This way the location can be uniquely attached to the iconic brand, while still being connected to their local scene.
- Brand Refresh
- Brand Support
- Four-Wall Marketing