The Burgiest Burger in Town

Case Study:
Indigo Burger Project

deGustibus Hospitality was established in early 1996 to develop and run high-quality restaurants, hotels and F&B related services. The company enjoys a reputation as one of the finest hospitality companies in India, with the very successful restaurants Indigo, Indigo Delicatessen, Neel, and Tote on the Turf, and the fine catering venture, Moveable Feast, under its umbrella.

The company forayed into the fast food sphere with the launch of quick service restaurant — Indigo Burger Project (IBP).

Unlike most QSR formats, the pedigree of Indigo Burger Project meant that their burgers are handcrafted — and their ingredients far superior than the standard fare.

The challenge was two fold:

In a crowded QSR space where everyone speaks in the same manner, how do we bring about the fact that IBP burgers are genuinely superior to any other QSR brand?

The other challenge was that in a QSR and a cloud kitchen format — in the absence of direct service or interaction, brand loyalty, and conversations happen through social media and virtual platforms — how do we create a strong connection with our audience?

The identity was a simple graphic solution that enabled us to create a visual language that easily extendable across applications and surfaces. As a brand that had to primarily communicate on social media — we created an irrevrent & witty tone of voice.

The key point of interaction became the packaging design which had to be functional and deliver the origins and the authenticity of its ingredients to its audience.

One of the key insights was unlike a standard QSR burger — each burger variant by IBP is handcrafted and offers a variety of customisations — from the sauces to the ingredients added in along with the patties.

The packaging solution was a simple burger box that was customizable with stickers. The stickers created a different packaging experience for each burger and also became a simple functional way to differentiate orders.

A key challenge was to create customizable packaging for sauces that were packed along with the burgers. we worked with an origami artist to look at a packaging solution that could be used to fill sauces at the kitchen without resorting to standard mass manufactured pouches.

We also worked with the chefs at the kitchen to also look at the menu and a variety of systems that would allow for sustained innovation.

Credits:
Design Direction: Saurav Roy
Designed at Idea Spice Design.
Team: Smita Sohni / Ayesha Mitra