Task
You have probably tried smash burgers — and if not, we envy you. You're about to experience an explosion of flavors and textures for the first time. Creating the perfect smash requires the chef's imagination and skill, as well as quality ingredients and a concept.
To develop branding for a new fast food delivery service in the Emirates, you need all of the above plus remarkable endurance. Designing the identity for juicy burgers is exciting, but it makes you want to order and devour them all at once.
Smash burgers are the pinnacle of fast food after a Happy Meal: vibrant flavor, juicy texture, and an instantly recognizable experience that you want to repeat
Solution
Stand out in the saturated fast food delivery market
Dubai has ten major food delivery services and over 100 restaurants to suit every taste and preference. We didn't aim to surpass everyone — we seamlessly integrated into the market and carved out our niche.
Establish a premium perception in a category where premium is rare
Premium fast food sounds like an oxymoron, but only at first. Admit it, a smash burger on fresh brioche with two patties of 100% marble beef, onion marmalade, and slices of exquisite American cheese... Tempting, isn't it?
Respect the cultural code of an Arab country
The Smash & Stack case emerged from years of collaboration with partners in the UAE. We understand the principles of conducting and designing business in the Emirates, and we're always ready to clarify contentious points.
System for growth
The identity is composed of modular elements — easily adding new menu items, formats, and markets without losing style
Result
Smash & Stack's nighttime delivery has developed a vibrant and cohesive visual language — from the logo to packaging and social media.
The team received a flexible design framework, ready to expand the range and geography.
/ Project team
- Art Director
- Сергей Грибанов
- Designer
- Артём Качанко
/ See also
Other projects
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