A feel-good Burger Brand
South African fast food brand Wimpy Burgers have come-up with a promotional brand gesture that has both underscored their inclusive positioning and created a real buzz. The story goes that Wimpy wanted to let visually impaired people know they offered braille menus. So to spread the word they created braille burgers that blind people could actually read.
On my recent trip to China I was constantly amazed by the signs of just how fast China was accelerating in so many ways from the increase in the number of cars, through to their burgeoning business and industrial sectors. When it comes to branding, the Chinese are also keen to be up-to-date, which can lead to some charming translation of western branding. At World Expo in Shanghai I came across the beauty, a Chinese fast food brand called ‘Uncle Fast Food’. It seems to hit all the cues – a Confucian character, leveraging the trust of a close and respected relative, red and yellow brand colours, but as the queue of local customers snaked past the entrance of Uncle Fast Food from the KFC next door I was left wondering where the brand translation had gone wrong.
A Knock-Out Brand Canvas
We’ve written many times before about the failure of most retail brands to leverage the window space of new stores whilst they’re preparing to open. “What a ripper of a brand canvas to leave blank!” we shout in frustration. “Why wouldn’t you fill those newspaper-covered frames with some fancy brand statement to delight and create anticipation for your upcoming store opening?”
Well thank the Lord we’ve been heard – and by the savvy branders at food franchise Mad Mex no-less. These guys have cooked-up a feast of brand personality, seasoned with bold and unique visual language rich in brand story telling. Check-out the eye popping windows of their soon to be opened Chapel Street store in Melbourne, Australia:
