Contributed by Singaporean designer Mondrey Sin.
Kiosko, a no fuss, old school burger bar in Barcelona, Spain, that makes burgers the old fashioned way — quality ingredients prepared and cooked on the premises.
The client wanted the burger bar to be visual, cheerful, easy-going, and to feel very “Barcelona.”
How the story unfolded
After understanding the business model and their mission of making the best burgers in town, a study of the competition was carried out. We realised the importance of developing a brand strategy to harness the power of memories without going down the obvious American diner’s route. In Spain, the hamburgueseria has long been a tradition, but in recent years they have become tired and uninspiring, serving to the least demanding locals and tourists alike. The challenge was to represent it in a new positive light whilst keeping cost to a minimum.
The tight budget meant we had to be smarter and have more impact visually. The name Kiosko was derived from a naming exercise closely based on the brand strategy, reflecting the business model, which in turn provided the perfect platform for the visual treatment. The tongue-in-cheek retro newspaper look and the seeming simplicity of the design evokes the innocence of the “good old days.” It helps take customers down memory lane.
The client was guided to reflect the brand values in the interior, to create a quirky, unpretentious and “retro-pop” atmosphere.
Special attention is given to eco-friendly packaging to reflect the client’s commitment to using fresh and natural ingredients.
Kiosko has already been awarded in the Type Directors Club New York 2012 for its branding.
For the sign, each letter of the logo is printed on a white perspex box, mounted on black metal. The boxes are lit to give a “pop” feel.
One blackboard sign is in Spanish, the other in English, both emphasising the freshness of the burgers.
Circling the order on the order form evokes a nostalgic feeling of classified ads.
The menu boards are in three different languages, and have been given a “classified” treatment with colours typically used in newspaper supplements.
The fun and retro visual language is applied throughout the graphic materials.
Takeaway bag — “Extra! Extra! Burger On Board!”
Chip bag — “The Sumptuous Extra!”
Burger wrap — Menus in all three languages and all sauces explained. All lovingly crafted into one piece.
Launch flyer — “Extra! Extra! Gourmet Burgers!” With Kiosko’s philosophy explained on the back.
Paper napkin – “Hands On The Job.” Encouraging cutlery-free dining.
Order form — Menu crafted into the classified ad style.
View more brand identity work on the Mondrey Sin website.