Founded in 2001, Gourmet Burger Kitchen (GBK) helped move the burger from grease to gourmet indulgence in the UK. But, after a period of rapid growth as customers’ expectations changed and the market began bustling with new competitors, GBK was beginning to lose its personality and direction. Already tackling some of the issues head on, the senior team brought us on board to help define a clear purpose that could drive real change across a large, multi-lingual service organization.
Through a series of workshops, we helped GBK rediscover what brought them together, what mattered most to them and what would help them stand out in the market – their burger obsession. This key insight led to five core beliefs and a brand strategy that would be applied across every aspect of the company’s operations from menu creation, retail environment design and hiring practices.
The result is a brand platform that the GBK leadership has personally invested in and has been passionate in advocating across the company. We created a new visual and verbal identity to reinforce the idea of this gang of obsessives coming together to spread burger joy. With inspiration from existing clubs — from Hell's Angels to the Boy Scouts — the new identity never takes itself too seriously, but venerates the gourmet burgers at the heart of everything they do.