Brand Design Strategy
Display Menu Concept
Interior Design Guidelines
In Romania, the kebab and shawarma QSR environment is pretty dull and predictable, with few exceptions. One of them is our client, Calif, who managed to bring a change to this side of the business and be a well awarded player, for years in a row.
Calif wanted to change the game even more. They wanted a new concept that would serve an improved and redefined kebab, and also widen the gap even more between them and their competitors.
Our job was to create a new brand with a new naming and identity. Its purpose was to reposition the kebab product in the consumer’s mind, creating THE NEW KEBAB - served fresh, in a box, using special ingredients (pomegranate, aubergine, homemade sauces) and completely eliminating flat bread from the picture.
The name had to communicate to people that the restaurant was serving oriental food, with a twist. Condimental was born. Next we had to find a name and an identity for a totally new product - the fresh kebab in a box. We came up with the name Kebun and assigned the carefully crafted packaging that it deserved. We created the concept of the box, design line, and production finishes.
The name Kebun is a combined word from ‘kebab’ and ‘bun’ – which means ‘great, fine, pleasing’ in Romanian. The name has a very agreeable tune and its purpose was to underline a difference in regard to the regular kebabs found elsewhere along with the product’s high quality and healthy approach.
So while the competition was selling kebabs, Condimental was selling beautiful and carefully crafted Kebuns.
After only 3 days from the official opening, Kebun was the best selling product exceeding all expectations. Presently Kebun continues to be Condimental’s consumer top choice confirming over and over again a strong and visionary business strategy.
Istvan Cimpan - fashion designer
George Negrea - interior design photography
Catalin Hladi - food photography
Liviu Lambrino - food styling
Cosmin Todor Studio