Donner Chef F&B Branding

Donner Chef Kebabs, a unique culinary venture, embarked on a journey to redefine the traditional donner kebab experience. They sought to offer a product that would appeal to a broad demographic, from families in search of healthier take-away meal options to teens, young adults, and night owls craving a Friday night indulgence. Their kebabs, crafted from premium 100% British meat and prepared in-house, broke the mold by avoiding processed ingredients—a rarity in the world of donner kebabs.

The brand aimed to connect with a broad demographic, primarily targeting Millennials and Gen Z, by presenting a brand that was fun, fresh, and relatable.

It was essential to create a unique personality while maintaining a balance of approachability and cheekiness.

We worked closely with a Donner Chef to transform their brand identity, messaging, and overall approach. The result was a compelling and memorable brand that addressed their challenges and objectives:

We helped Donner Chef Kebabs create a clear and compelling message that highlighted the "clean" aspect of their kebabs. Phrases like "Dirty Donner Done Clean" were incorporated into their branding to communicate their unique value proposition.

The bold typographic wordmark, inspired by the shape of the donner meat on the cooking stand, became the centerpiece of their branding. This wordmark was consistently applied across all collateral, from the website to packaging, creating a visually cohesive brand presence. It also playedfully served as an exclamation mark at the end of quirky phrases, reinforcing their playful tone of voice.

The brand's tone of voice was transformed to be playful and quirky, aligning with the target demographic's preferences. This approach helped create an engaging and relatable brand that resonated with the majority of the population who share a deep love for food.

The project involved:

Brand positioning
Branding
Tone of voice
Brand guidelines
Brand collateral
Packaging

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