A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful Pointing has no control.
For years, consumers considered fast food as unhealthy food. To reframe this perception and position its brand as the healthy and “traditional” home cooking alternative to fast-food, BOX MINEIRO asked us to help develop a new identity and direct-to-consumer strategy.
Because Box Mineiro was ready for its next phase of expansion, from revamping the franchise model and network, to adopting new technology and process – We established a position that was distinguishable within a saturated fast-food category by complementing its brand with a traditional personality and soul-food oriented voice.
To activate our refined strategy, we developed a brand ecosystem that was friendly, colorful and expandable to the international market with expressive visual languages of food in a box. We applied this language to various touch points, including POS, packaging, Franchise sales collaterals, advertising, social, and retail.
U.S. MARKET STRATEGY
Thom Yorke, Musician @ Radiohead
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