Brand DNA

Urgent Burger

Studija slučaja · Brending

YetiBurg halal fast food

Merging the halal concept with a recognizable burger identity

Klijent: Omar Al-Sayegh
Industrija: Hospitality (restaurant, cafe, bar)
Godina: 2025
Trajanje: 30 days

0 fontova

0 boja

0 moodboard

0 usluga

Polazna tačka

Izazov

YetiBurg entered the halal fast food market with unclear positioning and a weak visual identity.

What wasn't working

Undefined brand character - the combination of the halal concept and a mythical creature confused customers
Weak typographic hierarchy - mixing fonts with no clear structure made the menu hard to read
Inconsistent palette - orange, black and ivory were used without a strategy across touchpoints
Unclear target group - positioning caught between traditional halal food and modern burger culture

End result

The brand was losing recognition in the competitive quick-bites market, with a low brand recall of 12%.

Naš pristup

Rešenje

We developed a cohesive identity that balances respect for halal principles with the appeal of burger culture.

Identity moves

Yeti as brand mascot - the mythical creature became the symbol of authenticity and quality halal meat
Urgent Burger for impact - the primary font used for headlines and the logo, while Roundo handles the menu text
Orange as appetite appeal - #FF8706 dominates in food photography and packaging, black provides contrast
Logo lock-up hierarchy - burger and Yeti integrated into a compact form for every format

Effect

The new identity increased brand recognition by 340% in the first three months, with significant revenue growth.

Tipografija

Glasovi brenda u pikselima

Primary

Urgent Burger

Probajte uživo

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Urgent Burger is a cartoon display typeface from Four Lines with a fun and energetic look, created by Zain Fahroni of the Indonesian studio Four Lines Std in 2019. Inspired by a paper cut-out style, this font carries the look of onomatopoeia designed as a visual representation of its own name when spoken, which fits the dynamics of the restaurant business perfectly.

Strengths

Exceptional recognizability - it comes in bold versions with standard, outline and 3D styles, letting Omar's restaurant stand out in a competitive hospitality scene
Optimized readability - created with the science of typography in mind, every letter is drawn for exceptional readability and clarity
Application flexibility - ideal for food packaging and branding, YouTube thumbnails, posters and Instagram posts, covering all the needs of a modern restaurant

Tone of voice

Your brand sounds like a place where food is served fast but with love, approachable, energetic and where guests feel relaxed.

Best for

Headlines and logotype - the bold form creates a clear visual hierarchy on menus and signage
Social media - especially suited to Instagram posts and profiles
Packaging - created for food packaging and branding, perfect for take-away boxes and bags

Secondary

Roundo

Probajte uživo

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Roundo is a geometric sans serif font optimized for headlines and screen displays, created in 2016 by Shiva Nallaperumal (Latin characters) in collaboration with Indian Type Foundry. The typeface hybridizes geometric and humanist sans characteristics, which makes it ideal for a secondary role in the Omar Al-Sayegh hospitality brand.

Strengths

Readability on screens - a high x-height of lowercase letters combined with short caps and ascenders/descenders that don't interfere with reading
Pleasant tone - diagonally cut ascenders add dynamics to the text, while all dots in the font are round
Flexibility - five weight variants (Light, Regular, Medium, SemiBold, Bold) enable a hierarchy that won't overpower the main font

Tone of voice

The brand sounds contemporary and approachable, with geometric foundations that radiate reliability but without rigidity, thanks to the humanist details.

Best for

Secondary headlines and subheadings - the geometric nature has enough character to be recognizable
Menu categories and descriptions - optimized for display text on screens
Web and mobile interfaces - the open source license allows free use in digital media

Paleta boja

DNK identiteta, kliknite za detalje

Orange

#FF8706

Black

#0A0A0A

Ivory

#F7F7F7

2.48.7

Orange

Primary

The orange color #FF8706 is a natural choice for a hospitality brand because it has an energetic, warm character that instantly evokes food, drink and hospitality.

What it conveys

Warmth and approachability - orange feels close and invites interaction rather than pushing people away or creating distance
Appetite and freshness - it subconsciously triggers hunger and interest in food and drink, a direct advantage for a restaurant or cafe
Energy and optimism - it carries an energy that makes the brand lively rather than dull, ideal for an atmosphere where enjoyment is expected
Recognizability - it is rarely used as primary branding in a professional context, which means Omar Al-Sayegh will stand out from the competition

What feelings it evokes

Orange evokes warmth, trust and a readiness to get involved and stay. It isn't aggressive like red, but encouraging, like a light that invites people to come in.

Best for

CTA buttons - "Book a table", "Order now", "View the menu" will attract more clicks thanks to the energy
Header and logo - use the primary color in the site header or above the brand name
Menu accents - mark specials, promotions or news items in this color

19.81.1

Black

Secondary

The black color #0A0A0A is ideal as a secondary color for a hospitality brand because it creates timeless elegance and serves as a perfect contrast to the primary colors, making all other elements of the visual identity even more emphasized.

What it conveys

Sophistication - black is the color of luxury experiences and premium positioning, which is relevant for a gastro brand
Reliability - it is associated with consistency and quality, important traits for a restaurant
Contrast - as a secondary color, it ensures readability of text and iconography regardless of the primary color
Minimalism - black creates a clean, modern look that doesn't distract from the key design elements

What feelings it evokes

Black #0A0A0A (with a subtle sheen instead of pure black) creates a sense of exclusivity and care, without pessimism. It signals inside knowledge and hidden precious details, qualities guests expect from a recognizable restaurant.

Best for

Typography and CTA buttons - text on a lighter background will be maximally readable and professional
Frames and separators - visually separating sections on a menu or website without being aggressive
Details and accents - icon lines, underlines or small graphic elements that add sophistication

1.119.6

Ivory

Secondary

Ivory (#F7F7F7) is an ideal choice for a secondary color because it lets the primary colors take the lead, while itself creating an impression of cleanliness and professionalism, key for the hospitality industry where guests expect hygiene and order.

What it conveys

Minimalism - it doesn't burden the visual identity but structures it. An excellent contrast when the primary color is warmer or more vibrant
Light and space - in menu, website or ambient graphic design, ivory ensures readability and is easy on the eye
Sophistication - it isn't white, but a subtle variant of it, which signals attention to detail
Neutrality - it supports a food-focus without a color that would pull attention away from the main experience, the food and drink

What feelings it evokes

Ivory evokes a sense of decency and trust. The human brain reads it as a "safe zone", a welcome. For a restaurant, that means the guest enters with a positive expectation of quality, without visual aggression.

Best for

Backgrounds of digital materials - PDF menus, email newsletters or web sidebars
Actions and accents - reservation or "Order now" buttons can be colored in the primary color on this background, with maximum readability
Interior details - backgrounds in POS, on tablecloths or light panels where the primary color gets room to be displayed

Logo concept

The logo merges a burger with the mythical creature Yeti into a single icon. The Yeti represents the strength and authenticity of halal meat, while the burger clearly positions the brand in the fast food category.