Young people like movements which disrupt the status quo. They are idealists, looking to believe and adopt causes older generations have no time for.
Burger underground is a movement; a movement away from unhealthy food choices, to food that is fit for consumption and humane to animals. The narrative translates into a grass roots marketing programme that lends itself to chalk spray stencils and t-shirts.
The brand was inspired by the urban stencil art movement. Stencil art has a history of being political and underground in nature, which complemented the brand's values.
The branding communications included corporate stationery, packaging, menu, retail signage, a website and facebook pages.
Written 17th Aug 2009
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