As a brand in Saudi Arabia, Riyadh. The brand is described as spontaneous, funky, fun, and focused on conveying a sense of camaraderie, excitement, and openness to new experiences. It uses the concept of a burger in the design, creating a playful character that appears to be running and moving.

The brand is primarily targeting young Saudis and a younger demographic, so its visual direction will be youthful. Additionally, the brand aims to incorporate the ongoing development and change happening in the country, adding a sense of innovation to its visual identity that sets it apart from older brands in the region, providing a fresh and unique experience.
In addition to introducing new flavors and techniques, the focus was on presenting identity in a modern and contemporary way. The feeling was important to convey it to users and visitors, and the impression led us in the direction you will see in the presentation.