Taking a personality-led approach to the brand, we brought the founders Morgan and Paul centre-stage, dubbing them ‘The Fast Food Revolutionaries’ and created a brand mascot, Derek the donkey, to inject some humour and add a family-friendly feel to the brand’s communications. We carried through the playful tone by offsetting bright pops of colour against wood grains and chalkboard greys to give a quality feel and reinforce the brand’s authenticity.

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