Grilled to Perfection: Burgrill Communication Design Awarded India’s Best Design Project 2023

This extravagant rebranding for a popular New Delhi-based burger chain flipped the burger game on its head. It involved taking their branding voice, ethos, and belief system and reconceptualizing it with a twist to create a brand that is vibrant, healthy, and inspired by the retro American diner style. Bright and bold colours were neatly woven together to create an experiential and visually stunning brand. The packaging features intriguing shapes that perfectly complement the vivid red, blue, green, and yellow hues, creating something that delights the senses. From concept to packaging, the maximalist vision delivers an immersive, striking experience that is sure to leave a lasting impression.

Navigating a Diverse Market

Revamping the brand communication of an established chain like Burgrill posed significant challenges. The primary challenge was achieving acceptability among a diverse audience, spanning various geographical and monetary segments. The rebranding and packaging needed to resonate with the owners and the target audience of Gen-Z and millennials, as well as franchisees. Moreover, with a surge of burger brands entering the cloud kitchen model, standing out in a crowded market with a distinctive brand identity was a formidable task.

Crafting a Dynamic Visual Language

To avoid diluting the original identity, the brand language was shifted to align with the new ethos. Bold and engaging use of colours, logos, and typefaces were introduced, evoking retro diner vibes. The chosen typeface was not only easy to read but also added a touch of sophistication, blending casual and classy elements seamlessly. To add a bit of sizzle, the logo was ‘grilled up,’ perfectly complementing the name and conveying the message that Burgrill’s patties were grilled to perfection.

Resonating Across India

The rebranding resulted in a dynamic and memorable brand identity for Burgrill. The new brand identity not only stands out amidst the competition but also captures the essence of an extravagant experience. The reconceptualization assisted Burgrill in expanding from 13 to 32 stores across India in just two years, creating an unforgettable identity that resonates with the target audience.

Credit: The Neat Trick