Brand a Better Burger
IDENTITY | MESSAGING | ENVIRONMENTAL DESIGN | COLLATERAL | PACKAGING | WEB DESIGN | TRADITIONAL ADVERTISING | SOCIAL MEDIA | EMAIL MARKETING | DIGITAL DISPLAY
Project – Create and launch a centerpiece of revitalization for Newark, New Jersey’s Military Park.
Strategy and Creative – The team behind Manhattan’s Bryant Park, Biederman Redevelopment Ventures asked Chef Chris Siversen (Maritime Parc, Jersey City) to create the crown jewel of the Military Park’s 3 year and $3M facelift. In turn, Siversen tapped K+L to craft a brand that would serve as community icon and gathering place.
We set to work developing a brand strategy setting the table for everything they do. Delivering the message in a workmanlike yet playful and saucy voice. We created a modern look and feel paying homage to classic americana and roadside burger joints. From the signage and menu boards to packaging and delivery bags. We’ve influenced every touch point.
Results — Prior to launch, our social marketing rallied a powerful community of followers. Thousands of brand advocates engaged and helped spread the word before a single burger was flipped. Once doors opened, we unleashed the awareness flood gates. The community instantly embraced the brand and a line built that isn’t letting up.