A Delicious Mess

Most burger chains across Sri Lanka were mechanically produced and identical in appearance – 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.

Giga Foods sought to introduce a new burger brand in a category occupied by local and international giants. An opportunity dawned on us at Landor – can we capture the joy of eating a burger?

EXECUTIVE CLIENT DIRECTOR: RONITA MUKERJEE
CREATIVE DIRECTOR: ARNAB RAY
DESIGN DIRECTOR: PAVITHRA DIKSHIT
DESIGNERS: DHRUVIL SHAH & AKANKSHA BHASME
CLIENT MANAGER: YASHIKA SHETH
MOTION: RAZ GADHIYA

Against the backdrop where every brand strives hard to be a replica of each other, our solution challenged the convention by focusing on the consumer and celebrating the burger-eating experience. Emotions trump rationality.

This insight not only helped us build an identity that seemed more authentic but also distinguished us as an enabler of a holistic, indulgent experience than an everyday meal provider. We came up with – A Delicious Mess: Eating a burger is a messy affair, best enjoyed without inhibitions, putting on your bibs and embracing the oozing, dripping, and spilling. It is not just a meal. It is an experience. So, take a pause, and sink your teeth in the goodness of deliciously messy burgers.

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. We took inspiration from Sri Lankan's love bright, bold colours and have an inherent love for patterns. Right from the launch of the brand, consumers have taken to the brand positively with recall for both the product, the name and the brands visual world.

The brand was so successful as a cloud kitchen that they went on to build a few locational stores across Sri Lanka and it is still growing year-on-year!