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Project Overview
Authentic food, engineered for pace
Qwik launched in 2024 under London Business Group as a fast casual concept built on authentic Turkish street food, serving kebabs, pide and wraps into the pace of Dubai.
Fast casual runs on throughput. The brand has to be recognised, understood and acted on in seconds, in a food court or on a phone, or the model does not work.
Storm built an identity rooted in energy and tradition at once, designed to move from packaging to screen without losing either quality.
The system runs across packaging, brand collateral and digital touchpoints, built around one promise the concept can actually keep: speed meets soul.
Project Details
Client
London Business Group
Sector
Hospitality · Fast Casual
Location
Dubai, United Arab Emirates
Services
Brand Identity · Brand Guidelines · Brand Collateral · Packaging Design · Digital Brand Direction
Engagement
Website
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The Challenge
Authenticity and speed pulling apart
Turkish street food carries genuine culinary heritage. Fast casual formats tend to erase exactly that, because speed pushes every brand toward the same generic visual language.
The brand had to be instantly readable at a distance and on a small screen, while still signalling that the food is the real thing rather than a format wearing a cuisine.
Dubai is saturated with fast casual. A new name in 2024 has no recognition to trade on, so the identity had to do the differentiating work from day one.
WHAT WE DID
- Built the identity on energy and tradition held together rather than traded off
- Combined modern simplicity with deliberate Turkish cultural reference
- Designed packaging bold enough to be read across a food court
- Set the digital brand direction for ordering and guest-facing screens
- Built one system that translates from physical packaging to mobile without loss
- Set a visual storytelling language that carries the cuisine, not just the speed
- Delivered brand guidelines the operator can apply to new locations without us
- Structured the collateral so a new site opens on brand from day one
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Storm 4D Method®
From research to reality
1/4 Discover
Studied the concept, the cuisine and the Dubai fast casual market, focusing on how little time the brand actually has to make its case.
2/4 Define
Positioned Qwik where Anatolian heritage meets urban pace, treating authenticity as the differentiator rather than as decoration on a format.
3/4 Design
Built a system of modern simplicity with bold cultural reference, calibrated to stay legible at food court distance and at phone screen size.
4/4 Deliver
Delivered packaging, collateral, guidelines and the digital brand direction, so the brand moves as quickly as the service model requires.
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Scope of Work
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Client Testimonial
Mohammed Alsamarae
CEO, LBG | London Business Group
