The Burgiest Burger in Town

Roy.Studio
May 1 · 3 min read

Case Study:
Indigo Burger Project

Image for post
Image for post

deGustibus Hospitality was established in early 1996 to develop and run high-quality restaurants, hotels and F&B related services. The company enjoys a reputation as one of the finest hospitality companies in India, with the very successful restaurants Indigo, Indigo Delicatessen, Neel, and Tote on the Turf, and the fine catering venture, Moveable Feast, under its umbrella.

The company forayed into the fast food sphere with the launch of quick service restaurant — Indigo Burger Project (IBP).

Unlike most QSR formats, the pedigree of Indigo Burger Project meant that their burgers are handcrafted — and their ingredients far superior than the standard fare.

The challenge was two fold:

In a crowded QSR space where everyone speaks in the same manner, how do we bring about the fact that IBP burgers are genuinely superior to any other QSR brand?

The other challenge was that in a QSR and a cloud kitchen format — in the absence of direct service or interaction, brand loyalty, and conversations happen through social media and virtual platforms — how do we create a strong connection with our audience?

The identity was a simple graphic solution that enabled us to create a visual language that easily extendable across applications and surfaces. As a brand that had to primarily communicate on social media — we created an irrevrent & witty tone of voice.

Image for post
Image for post
Image for post
Image for post
Image for post
Image for post
Image for post
Image for post

The key point of interaction became the packaging design which had to be functional and deliver the origins and the authenticity of its ingredients to its audience.

One of the key insights was unlike a standard QSR burger — each burger variant by IBP is handcrafted and offers a variety of customisations — from the sauces to the ingredients added in along with the patties.

The packaging solution was a simple burger box that was customizable with stickers. The stickers created a different packaging experience for each burger and also became a simple functional way to differentiate orders.

Image for post
Image for post
Image for post
Image for post

A key challenge was to create customizable packaging for sauces that were packed along with the burgers. we worked with an origami artist to look at a packaging solution that could be used to fill sauces at the kitchen without resorting to standard mass manufactured pouches.

Image for post
Image for post
Image for post
Image for post

We also worked with the chefs at the kitchen to also look at the menu and a variety of systems that would allow for sustained innovation.

Image for post
Image for post

Credits:
Design Direction: Saurav Roy
Designed at Idea Spice Design.
Team: Smita Sohni / Ayesha Mitra

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch

Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore

Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store