Print Design / Photography
In the short to medium term, Burger Singh UK will primarily operate in the capital, as a street food, being sold at events, through Deliveroo, and at the three pubs that Corks & Kegs owns and operates.
What makes Burger Singh UK unique is that each of their burgers is a taste of a particular region of India. There are eight burger options on the menu and each one uses herbs, spices and flavours from a specific region. In reference to this, we presented each burger type with its own colour schemes and value statements, making each an individual experience. The value propositions that have been created reference spirituality and inner well being, with words like 'ecstasy', 'bliss', 'haven' etc, being used. This references India's reputation as a place of divinity and spirituality.
Product photography was taken, with the photographs being set in designs that are a mix of street art, American diner aesthetics, and India's symbolic use of colour. Red Box has now positioned Burger Singh correctly in respect of the organisational goals, UK target audience and the intended outlets, as well as in respect of the parent brand. Burger Singh UK can now market the brand and/or each burger type in a dynamic and eye-catching way.