Eazy Burger
An American diner concept built from the ground up in Sharjah. We developed the full brand identity, logo, visual language and concept direction, and carried it through every touchpoint: chrome finishes, a red neon sign outside, menus, packaging and uniforms. From blank page to opening day.
Client
American Diner Co.
Location
Sharjah, UAE
Scope
Identity, environment, collateral
Role
Brand & concept direction
An American diner concept built from the ground up in Sharjah. We developed the full brand identity, logo, visual language and concept direction, and carried it through every touchpoint: chrome finishes, a red neon sign outside, menus, packaging and uniforms. From blank page to opening day.
Context
There was no existing brand to react against — no name, no colour direction, no local precedent for what an American diner should look like in Sharjah. Every part of the identity had to be invented, then made to hold up in a physical space.
The challenge
There was no existing brand to react against — no name, no colour direction, no local precedent for what an American diner should look like in Sharjah. Every part of the identity had to be invented, then made to hold up in a physical space.
Process
There was no existing brand to react against — no name, no colour direction, no local precedent for what an American diner should look like in Sharjah. Every part of the identity had to be invented, then made to hold up in a physical space.
Early exploration — references, mark iterations, colour tests.
Carried through every touchpoint
There was no existing brand to react against — no name, no colour direction, no local precedent for what an American diner should look like in Sharjah. Every part of the identity had to be invented, then made to hold up in a physical space.
Red neon sign
Signage — the identity's most visible moment.
Chrome counter & fixtures
Environment — chrome finishes throughout the space.
Chrome counter & fixtures
Menus — same voice, scaled down to the table.
Packaging & uniforms
Packaging and uniforms — the brand on and off premise.
Result
There was no existing brand to react against — no name, no colour direction, no local precedent for what an American diner should look like in Sharjah. Every part of the identity had to be invented, then made to hold up in a physical space.
What we'd carry forward
There was no existing brand to react against — no name, no colour direction, no local precedent for what an American diner should look like in Sharjah. Every part of the identity had to be invented, then made to hold up in a physical space.
