Full'r
About Full'r
The work made for Full'r runs to 1 verified project — mostly VisualIdentity, Positioning and Branding.
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Celebrating Carefree and Indulgent
The burger market in Sri Lanka was fatigued by similar products and brands. Giga Foods wanted to introduce a new burger brand in a category dominated by one-size-fits-all local and international giants. To complicate things, the new entrant was a cloud-based kitchen with no retail footprint. Our challenge was manifold: brand the product, design a unique visual identity, and position the brand to stand out to the target audience. An opportunity dawned on us: can we recapture the real joy of eating a burger? Eating a burger is a messy affair, best enjoyed without inhibitions. Building on this insight, the brand idea of a delicious mess encompasses both the generosity of the burger and a celebration of imperfections. The brand was named Full’r, symbolic of the generosity of the food itself. The logo is two hands holding a burger as goodness oozes out. The Sri Lankan affinity towards bright colours was incorporated into the design language along with warm typography, an oozing illustration style and photography seasoned to perfection. It not only makes you salivate, it is also designed to feel rooted to the community, lending it a distinct character yet a familiar flavour. Since launch Full’r has performed outstandingly, exceeding sales by 200% on opening night alone. Agency: Landor & Fitch