As a cloud-kitchen burger brand in Sri Lanka, Full’r aims to celebrate the carefree joy of eating a burger. It oozes. It spills. It’s difficult to handle. It’s a messy affair. And yet, it’s the mess itself that elevates the burger-eating experience from a meal to an indulgent one. Full’r celebrates these imperfections and invites you to abandon your inhibitions, wear your bibs, and sink your teeth into the deliciously messy burgers.
Mechanically produced. Identical in appearance. Homogenous taste. The burger market in Sri Lanka is fatigued by the similarity of products and brands. They look like each other and speak like each other. All noise. No meaning. Promotion-led. Product-focused. 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 is relevant to the target audience between the ages of 12 to 40.
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 colors 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 flavor.
- Agency/Creative: Landor and Fitch
- Article Title: Full’r Cloud-Kitchen Burger Brand in Sri Lanka
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: India
- Agency/Creative City: Mumbai
- Market Region: Asia
- Project Deliverables: 2D Design, Brand Creation, Brand Design, Brand Identity, Brand Mark, Brand Naming, Brand Strategy, Brand Tone of Voice, Branding, Creative Direction, Design, Graphic Design, Illustration
- Industry: Food/Beverage
- Keywords: Identity, Logo, Packaging, Burger, BurgerLovers, Food, Foodie, Delicious, Messy
Creative Director: Arnab Ray
Pavithra Dikshit: Design Director
Dhruvil Shah: Designer
Ronita Mukerjee: Executive Director, Client Services
Yashika Shah: Client Manager