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A new fast-food outlet in Bahrain required a new brand identity, which would engage with the student / youth segment. Working with Tamkeen, the government marketing assistance programme for SMEs, we designed the brandmark to be quirky, instantly recognisable and easy to understand.

We playfully incorporated the box shape - by taking a bite out of it! Graffiti and street art graphics were used to support the visual identity in the retail outlets and food packaging. The first outlet, at Bahrain University Campus, was a hit and further outlets are opening around Bahrain with plans to franchise the concept.

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