Revitalising the Kiwi spirit
GBK, the first ‘posh burger’ chain of restaurants, facing pressure from the launch of several competitors, had lost its way.
We were asked to analyse and help define the company’s brand values and communicate them in a way that engages both customers and staff.
Our assessment of Gourmet Burger Kitchen was that it was ‘substantial and wholesome, with all the qualities of a home prepared kitchen.’ And it’s a fair description of their burgers, too. We decided to ‘warm up’ the GBK brand, reflecting its down-to-earth goodness positioning. We created a visual identity and guidelines that included elements that directly represented the essence of what GBK stands for – not drizzling oils and flowery salad leaves, just top-notch, quality burgers. Our work extended to interiors, internal coms and consumer marketing.
95% of customers surveyed said they felt more favourable towards the new brand and 75% said they were more likely to increase the frequency of their visits.