Project Context
Objective:
Create a premium brand identity that conveys a sense of royalty and luxury while highlighting the brand’s unique offerings in fried chicken, exotic salads, and authentic shawarmas.
Brand Vision:
Irani Bros Shawarma aims to redefine shawarma and quick service dining by offering a refined, premium experience that stands out in the city. With a focus on high-quality ingredients and a touch of luxury, IBS is setting a new standard in the Quick Service Restaurant (QSR) market.
Brand Overview
Concept and Inspiration:
IBS’s brand identity is inspired by the idea of combining authentic Middle Eastern flavors with a premium aesthetic. The brand positions itself as a luxurious yet accessible choice for shawarma lovers, introducing exotic salads, fried chicken, and falafel to create a diverse, high-quality menu.
Brand Personality:
Royal and Inviting: A brand that feels upscale but is welcoming to a broad audience.
Authentic yet Modern: By blending traditional Middle Eastern flavors with a modern brand presentation, IBS offers a unique dining experience.
Innovative and Engaging: Uses technology and design to craft an interactive, memorable brand presence.
Industry:
Food and Beverage — Quick Service Restaurant (QSR)
Mission
To elevate the shawarma experience by introducing quality ingredients, a premium dining feel, and authentic flavors.
The brand aims to fill a significant gap in the local market by providing a high-end shawarma experience, going beyond standard quick-service norms. Through fried chicken, exotic salads, and falafel, IBS is redefining what diners expect from shawarma outlets.
Target Audience
Millennials and Gen Z
Motivations: Looking for unique and premium food experiences.
Preferences: High-quality ingredients, bold flavors, and visually appealing presentations.
Engagement: Responds to interactive elements like social media filters and exclusive offers.
Families
Motivations: Seeking a comfortable, quality dining experience for family gatherings.
Preferences: A mix of authentic flavors, value-driven combos, and an inviting atmosphere.
Engagement: Drawn to deals that cater to family-sized portions and group dining.
Project Brief
Brief Summary:
Design a brand that feels royal and premium. Due to budget constraints and a tight timeline, the team needed a creative approach to achieve a luxurious feel efficiently.
Challenges:
Budget and Time Constraints: With limited resources, the brand needed to be developed quickly and cost-effectively.
Brand Differentiation: IBS wanted to stand out in a crowded market by combining traditional and modern elements without straying from an upscale feel.
Solution Strategy:
To meet these challenges, we utilized AI-generated visuals via Midjourney to quickly create high-impact imagery, lending the brand a polished look. This allowed us to achieve a premium aesthetic without a heavy investment in photoshoots and other costly resources.
Key Branding Elements
Logo Design and Color Palette:
The logo features a navy blue and gold scheme, symbolizing both luxury and authenticity. The gold shawarma skewer icon stands out against the deep navy background, creating a sense of royalty. This color palette, though a bold choice, successfully balanced elegance and warmth, resonating well with the brand’s target audience.
Specialty Offerings:
Fried Chicken: A unique addition that sets IBS apart from other shawarma spots, adding a satisfying and hearty option to the menu.
Exotic Salads with Fresh Vegetables: The use of exotic ingredients elevates the standard salad offerings, appealing to health-conscious diners and adding to the premium feel.
Falafel: An authentic Middle Eastern touch that enhances the variety and cultural authenticity of the menu.
Market Research & Product Development:
Based on market research, we curated four signature combos that catered to the preferences of local diners. We also introduced a “Buy 2 Get 1 Free” offer to encourage group dining and increase average order values, making IBS a go-to spot for both quality and value.
Interactive Experience:
To connect with a younger audience, we created an Instagram filter to make ordering fun and engaging. This feature encouraged user-generated content, increasing online visibility and further building brand awareness.
Launch Campaign & Influencer Collaboration
Campaign Strategy
To generate excitement and position IBS as a premium shawarma destination, I developed the #IBSLaunch campaign with the tagline, “Authentic Shawarmas Coming Soon…” The campaign’s goal was to build anticipation within the community and create a buzz around the launch of IBS, emphasizing its promise of quality and authenticity.
Key Campaign Elements
Launched an enticing “Buy 2 Get 1 Free” offer, designed to attract initial customers and drive group visits.
Influencer Collaboration
Local Influencer Partnerships:
Partnered with local food bloggers and micro-influencers who had a strong presence in the city’s food community.
These influencers shared exclusive sneak peeks of the IBS menu, ambiance, and dishes, effectively spreading word-of-mouth about the brand’s upcoming launch.
Menu Cards
Hashtag Campaign:
Encouraged influencers to use #IBSLaunch, creating a consistent brand presence and building anticipation among their followers.
Results
The strategic influencer partnerships, paired with an engaging in-store promotion and teasers, successfully:
Boosted brand awareness within the target audience.
Created strong initial footfall and positive word-of-mouth buzz.
Established IBS as a premium shawarma destination right from launch.
Results & Conclusion
Despite the constraints, IBS succeeded in establishing a brand identity that is both luxurious and accessible. The navy blue and gold color scheme added an element of risk but ultimately worked beautifully to convey elegance. The use of AI-driven design tools allowed us to deliver high-quality branding visuals within budget and on time. Through an elevated menu featuring fried chicken, exotic salads, and falafel, IBS now offers a refined shawarma experience, positioning itself as a leader in the local QSR market.
