Communication Design
Design For Communication

Branding A Delivery-Only Burger Brand In Sri Lanka - Full'r
Client: Giga Foods
Entrant: Landor & Fitch

Blue Elephant

Entry Title:	Branding A Delivery-Only Burger Brand In Sri Lanka
Brand:	Full'r
Client:	Giga Foods
Entrant Company:	Landor & Fitch
Description:	Mechanically produced. Identical in appearance. Homogenous taste. The burger market in Sri Lanka is fatigued by the similarity of products and brands. Their communication - promotion-led and product focused - offering no warmth to the consumer. They all look like each other and speak like each other. Giga Foods sought to introduce a new burger brand in a category occupied by local and international giants. To complicate matters further, the latest entrant was to be a cloud-kitchen offering with no retail footprint. Our challenge was manifold – branding the product, designing a unique visual identity, and positioning the brand in a manner that it stands out in a cluttered market and is relevant to the target audience between the ages of 12 to 40. We noticed that nobody was talking about the joy of eating a burger. Eating a burger, is a messy affair. Building on this insight, the idea of ‘A Delicious Mess’ encompasses two parts - the generosity of the burger and the celebration of imperfections. Our creative expression brings both aspects to life in a seamless, yet vibrant manner. The brand was named ‘Full’r' – symbolic of the generosity of the burger. The logo complemented the brand name, with two hands holding the burger as the goodness spills out. The Sri Lankan affinity towards bright colours was incorporated into the design language along with warm typography, an oozing illustration style, and photography seasoned to perfection. It not only makes you salivate, but is also designed to feel rooted to the community, lending it a distinct character, and yet, a familiar flavour.
Company Credits:	Landor & Fitch
Individual Credits:	Lulu Raghavan
Individual Credits:	Arnab Ray
Individual Credits:	Ronita Mukerjee
Individual Credits:	Pavithra Dikshit
Individual Credits:	Yashika Sheth
Individual Credits:	Dhruvil Shah
Individual Credits:	Akanksha Bhasme
Individual Credits:	Sachin Darge
Individual Credits:	Ramesh Kabdugale