Opposable Thumbs
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Opposable Thumbs
Currently working out of living rooms across India.
We’ll update our office address when the world’s a tad safer to live in.
IceBurg
A UK-based gourmet burger and shake bar that draws in the young consumer with a refined palate.
iceburg
The Brief
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Gone are the days of assembly-line burgers. With consumers becoming increasingly conscious about what they eat, and craving for more artisanal choices, fast food has undergone a reinvention in the recent years. The humble burger has transformed into a gourmet indulgence, fueled even more by the drool-worthy imagery of social media. Riding on this trend of gourmet burgers, a UK-based company wanted to launch a chain of burger and shake bars. And that’s where we came in.
iceburg french fries
MOOD
  • Young
  • Appetizing
  • Trendy
  • Eye-catching
  • Fun
Solution
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From a name that summed up its intent in a direct, yet catchy, memorable way, to identity that reflected its brand persona, and packaging that was young and fun, we had to create everything from the scratch. We fused together the two core offerings of the brand to create the name and identity. And from there, we just had fun.
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The iceberg burgerThe icebergThe iceberg gourmet burgershake & burger bar
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The Result
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IceBurg came alive with a clean, pop-of-colour identity, and minimal aesthetic. The identity was infused into the interiors to create a place that was trendy and Insta-worthy.
CAPTURING THE STORY
THOUGHTFUL BRANDING
PURPOSEFUL DESIGN
The iceberg burger outlet
The iceberg burger outlets
The iceberg burger outlet UK
PACKAGING DEVELOPMENT
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The iceberg packaging designs
The idea
We let our imagination run wild as we experimented with packaging and came up with interesting forms. Using iconography, we enhanced the look and feel.
Explorations
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After much research and prototyping, we came up with interesting shapes to make the packaging more tactile. On our packaging elements, we used a utilitarian graphic language to simplify choices, because a hungry mind cannot process too much information.
The iceberg packaging design
The iceberg product packaging
The iceberg product packagings
The iceberg product packaging designs
LOGO EXPLORATIONS
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The iceberg logo designing
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Colour story
We eat with our eyes first. And colours plays a big part in enticing us. Yellow is one of the most widely used colours in food branding because it is believed to whet people's appetites, making it more likely for them to enter the store and buy food.
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