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BRANDBOOK BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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WORK HARD, PLAY HARD, EAT HARDER. WWW.BUR-BOWL.COM
WHAT IS HAPPENING IN THE US FOOD MARKET? The way in which Americans have changed their consumer trends in restaurants has been, at least, striking and decisive in recent years. The level of awareness in the information age has caused them to seek options in the face of the negative opening to the evolution of classic franchises in the market. The Fast-Casual concepts end up being an ALTERNATIVE with a lot of potential. more healthy, adaptable, faster and with better quality / price ratio food.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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WWW.BUR-BOWL.COM
BURBOWL
Burbowl is a fast-casual format restaurant-franchise opened in 2015 in downtown miami it represents, perfectly, the new wave of american restaurants: less rigid and more honest. This concept is based on the versatility of its products and the great care of its raw material to achieve a unique experience in each visit. The key: fresh products, without freezing or additives and with high quality standards. Smashed burgers, juicy doggies and other specialties complement a menu in which burbowls stand out: a hybrid between a traditional bowl and a
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hamburger, a disruptive, balanced and original concept that fits perfectly to the gastronomic needs of each consumer. Burbowl has two restaurants and expects, during 2019, to expand to four restaurants, communicating its value proposition to a bigger audience within the state of florida.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
BURBOWL’S PURPOSE Offer a new and original way to eat burgers and bowls to the world. More real, more casual and more customizable.
THIS IS BURBOWL High quality standards. Excellent value proposition. Casual and relaxed environment. Versatile menu. Technology driven. Product customization. Community oriented.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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WWW.BUR-BOWL.COM
MISSION We are a restaurant franchise within the fast casual segment born in downtown miami specializing in burgers and burbowls. Burbowl seeks to transcend the american market through a versatile, consistent and creative concept with a clear focus on sustainability.
VISION To be recognized as a transcendent brand that changed the way to eat burgers in The United States.
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
OUR VALUES HONESTY Honesty rules OUR ENVIRONMENT, from the way in which OUR TEAM expresses itself to the communication of OUR concept in traditional or digital channels. All of our actions are developed within the framework of morals and ethics.
FOCUS ON QUALITY We seek excellence in all aspects of our brand, whether short, medium or long term. Each Burbowl product meets a high quality standard (100% antibiotic and hormone free meats) that allows us to generate a positive perception of its internal and external audience.
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WWW.BUR-BOWL.COM
VERSATILITY The concept, in itself, is directly related to versatility and we understand that. We know how to adapt, holistically, to different situations and contexts that you face in your routine.
DISRUPTION We have always liked to create our own patterns and our own perception of what quality is. Disruptive thinking is present at all times. Going to the forefront through the generation of new products, ideas and forms of communication are an obligation that we pursue within our daily life.
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
BURBOWL’S MANIFESTO We are a brand committed to the development and sustainable growth of our community. We love for people to leave our place satisfied and enjoy your everyday life. For that reason we decided to create a space for the enjoyment of the entire family through a versatile and inclusive experience in which honesty and exceptional value proposition predominate. Everything is in the hands of our guests. You know where it comes from, how it is produced and how it will arrive at your table so that you can enjoy it. WORK HARD, PLAY HARD, EAT HARDER!
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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WWW.BUR-BOWL.COM
BRAND ARCHETYPE: THE OUTLAW - Burbowl is a leader in the new way of eating burgers compared to the traditional burger places. - We set our own rules. - Our concept is based on disruption & versatility. - Burbowl thinks that the world can become a better place. - We think american people deserve better food.
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
OUR LANGUAGE AS THE OUTLAW, BURBOWL: Speaks with assertiveness and confidence. It inspires confidence, security and has a dash of daring. He talks openly about his musical tastes (it is normal for burbowl to publish even his playlist) and other things of interest (series, trendy movies, etc ...). Generates a sense of challenge and aspiration in the people who read it, a situation that encourages the interaction between the brand and the community. He calls people by his name and does not hide from criticism, he confronts them with courage.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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THE SLOGAN WORK HARD Americans work hard
PLAY HARD Live intense experiences
EATHARDER Decadent indulgent flavors
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
MACRO BRANDLINE WORK HARD, PLAY HARD, EAT HARDER. This resource summarizes, in itself, the concept of brand and its main attributes, so it must be applied transversally in all the visual and textual communication of the brand. will be present in p.o.p material and marketing material. its application in elements of the interior design of the restaurants will be allowed as long as it fulfills the purpose for which it was created. It is a global concept and should be treated as an asset (take care of it).
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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WWW.BUR-BOWL.COM
MICRO BRANDLINES The micro brandlines are used to try to give depth to smaller concepts or sub-concepts derived from the main line. They are usually useful in particular or complementary campaigns that are aimed at reinforcing particular aspects during short periods of time.
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
MICRO BRANDLINE 1 “THE NEW WAY TO EAT BURGERS” It´s used in visual or textual pieces for short communication campaigns about the burbowl.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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MICRO BRANDLINES 2 “BURBOWL STYLE” it´s used in visual or textual pieces for short communicational campaigns about the originality and irreversibility of our concept. You can exercise as a support concept for marketing material (jerseys, caps, etc ...).
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
MICRO BRANDLINE 3 ‘‘THIS IS BURBOWL” It is used in visual or textual pieces for short communication campaigns about the team, the facilities, events and unique products. It can also support other creative concepts applicable in P.O.P material or merchandising.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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BURBOWL ELOQUENCE
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COOL
BURBOWL STYLE BRANDBOOK | BURBOWL JUICY SMASHED BURGER
COOL BRANDBOOK | BURBOWL JUICY SMASHED BURGER
BURBOWL STYLE
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WWW.BUR-BOWL.COM
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BURBOWL STYLE
BURBOWL STYLE BRANDBOOK | BURBOWL JUICY SMASHED BURGER
OUR BRAND FEATURES “FRESHNESS AND TYPE OF RAW MATERIAL” it´s important that the brand communicate efficiently the benefits of having premium quality ingredients and highly focused processes in preserving the natural positive characteristics of our food. 100% Black angus meat. 100% Antibiotic and hormone- Free. Cooked to order. Craft sauces. Standardized processes.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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WWW.BUR-BOWL.COM
OUR HOMEMADE SAUCES The sauces are, in every restaurant, elements of customer loyalty and of brand positioning. Ours are great and unique. Must be considered an asset of the same and act as fundamental pillars when designing the journey of the consumer. They will have an important place in strategic design of any menuboard, hand menu or any other visual guide of consumption.
BURBOWL AS A STRATEGIC PRODUCT The burbowl is the Most important dish of the brand. It´s extremely necessary that the communication of him come from pride and the passion for the product that gives us its name. #Letsburbowl #burbowlit
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
FAST CASUAL MODEL Every feature of the service concept is an important part of the burbowl experience. You can visit without worrying how are you dressed or without a previous protocol. Basically, you can come without no ties and in a short time you are already at home / at work again, but with the heart and the stomach happy.
SOCIAL FOCUS We are a brand with purpose. If the community grows, Burbowl also grows. Proud of their lands, perform constant activities in those who contribute their attitude and support to the community, always with a holistic approach. #oneburbowlatatime #Aburbowlforsam (fundrising campaings examples).
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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BURBOWL DIGITAL CONTENT Real antibiotic and hormone free (Like his meats). Melted cheese as a Key element (foodporn). They show quantity / sufficiency (Decadent products). Always vertical format. Associable color mix with the brand (warmth).
CASO 1 - FOODPORN
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
BURBOWL DIGITAL CONTENT Disorder with an order. Sauces as a key element (foodporn). Casual. Not forced. Use the context.
CASO 2 - FOODPORN
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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PICTURES W/ PEOPLE Totally outlaw Burbowl style
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Lover / Cool.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
PRIMARY TARGET MILLENNIAL PARENTS They’re building a family. Stable economic position. Mobile pioneers. They prefer brands that share their values. Focused on having novel experiences. They follow a big variety of instagram accounts that share food recipes. Music, movie, and tv series lovers.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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WWW.BUR-BOWL.COM
SECONDARY TARGET GENERATION Z They work hard for success. They multitask across several screens, and almost half of them use technology for over 10 hours each day. Mobile natives. They prefer brands that are authentic. Focused on saving money. They share foodporn content on social media. They frequently use spotify. Subscribed to at least one youtube channel.
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
BURBOWL´S MUSIC Burbowl mantains a chill, casual and varied musical style. Average volumes are necessary. Must be able to listen, but not affecting in a negative way in the journey of the consumer
Artists (examples) Calvin Harris Charlie Puth Ed Sheeran Jamiroquai
Musical genres(examples) Pop/pop-rock. Funk. Soft house.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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WWW.BUR-BOWL.COM
INFLUENCER PROFILE PRIMARY INFLUENCER: ATHLETES Hard working athletes that train hard so that they can have a good cheat meal. They inspire and motivate people through their social media. They share on their social media profiles all their trainings and physical advances. They promote through their social media profiles the places where they can have a cheat meal. Burgers are their favorite cheat meal food.
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
SECONDARY INFLUENCER: YOUTUBERS Specialized on creating content: Videogames, comedy, fashion, lifestyle. They create authentic and entertaining content. They promote influential relationships with their followers. They share what they prefer to eat and their love for burgers on their social media platforms.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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BRANDBOOK | BURBOWL JUICY SMASHED BURGER
WWW.BUR-BOWL.COM
WORK HARD, PLAY HARD, EAT HARDER.
BRANDBOOK | BURBOWL JUICY SMASHED BURGER
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WWW.BUR-BOWL.COM
www.bur-bowl.com
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LET’S GET SOCIAL! burbowl
burbowl
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