Brand Challenge
A start-up concept by a young couple turned to fully plant-based meals for health and environmental benefits and a love for a great burger, dreamed of taking their vision of healthy burgers, fries and shakes to those also wanting a healthy alternative to fast-food. Brand Navigation was commissioned to define and create a comprehensive brand strategy, identity, messaging and marketing to help differentiate and tell their brand story.
Solution
In addition to creating a brand identity and visual style extended across packaging, retail environment, web and advertising, Brand Navigation developed educational yet fun messaging as a key component of telling and marketing their brand story. Due to the general market associating plant-based with tasteless, and fast-food burgers with junk food, a special focus was given to help a broad audience understand that they could now enjoy both a good burger that is good for you and tastes awesome.
Results
Launched initially in Bend, Oregon, it was enthusiastically received and within 10 months, Next Level Burger has served over 23,000 burgers and is currently extending to 2 new locations in the Portland, Oregon area with plans to extend further.