Shifting a cloud kitchen concept in Kuwait to a thriving dine-in location in Saudi Arabia.
The Problem
Originally named as 77 Josper Bar, we were presented with a dual challenge: The name, closely tied to the Josper oven brand and subject to copyright concerns, required a transformation to establish a unique identity. Simultaneously, the concept sought to evolve from its cloud kitchen roots in Kuwait to a vibrant dine-in experience, strategically relocating to Saudi Arabia.
Services
Brand Strategy
Naming
Visual Rebrand Management
Brand Market Expansion Consultation
Location
Riyadh, KSA
Industry
Food and Beverage
Collaborator
The Approach
Step 1
We embarked on a journey with Chef Ahmed AlBader, Kuwait’s culinary maverick, to reshape 77 Josper Bar's story and re-establish the brand with a catchy name as it embarks on entering a new market. The inspiration? An ode to Chef Ahmad's first burger in his culinary journey; the Shotgun burger!
Step 2
A brand which prides itself on being raw and minimal, we undertook the visual rebrand with simple bold typography that reflected the essence. The Wabi Sabi movement inspired us here as we developed a brand that embodied imperfection in all its glory.
Step 3
We collaborated with the internal Saudi Arabian team in managing the brand’s move from Kuwait to the Kingdom, an intricate process of navigating the shift in operations and ensuring the brand translates and resonates effectively with the local demographic, in a new market.
