FUEL SHACK
Turning up the heat on Malaysia’s favorite burger.
Fuel Shack is one of Malaysia’s top burger chains. Along with expanding their restaurants, they wanted to refine their brand. Focusing on the values that connect with their customers, we created a look that elevates how people see the business and a voice that delights at every turn.
Featured on: Mindsparkle Magazine, BrandingMob
Our Services
Brand Focus & Strategy
Visual Identity
Voice & Messaging
Packaging
Video Production
Menu Design
Interior Design
The first component that’s crucial to any brand is understanding the customer. That meant the EightySeven team needed to do some homework on the Malaysian market and what they look for in a burger.
The next step, was to develop a brand strategy and identity that aligned with what the customer was looking for, while highlighting the strengths of Fuel Shack.
Brand Focus
87BrandFocus Workshop
Brand Core & Audit
Vision & Values
Audience & Personality
Brand Focus
Essential Brand Statements
Brand Action Items
Giving a Malaysian brand a Western burger feel.
Given all the executions behind all the various forms of media, EightySeven set out to develop a full-scale identity system that could scale with the brand. This would allow internal teams to easily adopt the new brand, while maintaining consistency across all touchpoints.
We first began developing several Brand Storyboards to focus our design conversations. We use this step to design with our partners, rather than for them. This is crucial so that we all are speaking the same language and are on the same page. Once we have decided on a direction, we implement feedback and refine it.
Brand Visuals
Brand Storyboards
Visual Identity
Graphic Elements & Illustration
Typography
Art Direction
Brand Guidelines
Photography
Let the burgers do the talking.
When it comes to Instagram, and especially food, you don’t need to say much if you have a fantastic product. In the case of Fuel Shack, they have some #foodporn level burgers. We worked with the Fuel Shack team to shift to a new social strategy that puts the customer experience front and center. And when we do have new products to share, we do so through the Fuel Shack brand system.
As a result, the brand immediately saw a 4-5x lift in engagement.
Simplify the space.
Along with developing the branding and visual identity, we also needed to create a retail system for the 13th Fuel Shack location, which happens to be their new flagship store.
We used the space to bring the brand vision to life. By having an economy of words, we could ensure that guests would walk away with a clear understanding of the Fuel Shack vibe. From the packaging to the language on the walls, our strategy was to create a fully cohesive brand experience to keep guests coming back for more.
Partner credit: Lhyno Vision
Interior Design
Messaging
Wayfinding
Environmental Design
Textures & Materials
Signage & Design
“EightySeven were great listeners and produced a variety of options and styles that matched our expectations. The rebranding exercise was completed in very helpful stages and we loved their work! Highly recommended for any sort of complex branding project. I enjoyed working with them very much.”
Rahul Agarwal, Managing Director & Co-Founder Fuel Shack
