(01) Project Overview
Client
London Business Group
Sector
F&B
Services
Brand Identity · Brand Guidelines · Brand Collateral · Packaging Design · Digital Brand Direction
Engagement
Storm Start™
Location
Dubai, United Arab Emirates
Website
(02) Challenge
Balance authenticity and speed
Turkish street food carries genuine culinary heritage, and fast casual formats tend to erase exactly that, because speed pushes every brand toward the same generic visual language. The identity 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, and a new name in 2024 has no recognition to trade on, so the brand had to do the differentiating work from day one.
(03) Decision
Make authenticity the differentiator
The position
Qwik was positioned where Anatolian heritage meets urban pace. Energy and tradition were held together rather than traded off, which is what keeps the cuisine credible inside a format built for speed.
The consequence
Legibility became the specification. Every element was calibrated to work at food court distance and at phone screen size, and the packaging had to carry the brand further than any sign would.
What was built
- An identity built on energy and tradition held together
- Modern simplicity combined with deliberate Turkish cultural reference
- Packaging bold enough to be read across a food court
- The digital brand direction for ordering and guest-facing screens
- A visual storytelling language carrying the cuisine, not just the speed
- Guidelines the operator can apply to new locations without us
How it launched
Packaging, collateral, guidelines and digital direction went out as one system, structured so a new site opens on brand from day one.
(04) Impact
A brand that moves as fast as the service model it was built for.
(05) Client
Mohammed Alsamarae
CEO, LBG | London Business Group
