The consultancy was brought in at the end of last year following a pitch, and asked to ‘rearticulate and reaffirm their sense of purpose’, according to Figtree Prophet partner Simon Myers.
Myers says, ‘They were the first original gourmet burger [the chain was founded in 2001], before that there wasn’t a lot of choice.
‘In the last five years though, the burger market has really exploded.’
Myers says, ‘GBK are really quite obsessive about their burgers. They’re also very relaxed and unstuffy – these are the two things we wanted to reaffirm.’
The new identity concept references the ‘great team spirit’ of the brand, with visual nods and school or team badges, according to Myers. This also comes through with the brand language.
Figtree Prophet also worked on employee engagement for GBK as part of the rebrand. Myers says, ‘ultimately, people are key to deliver an outstanding and consistent brand experience.’
For the identity itself, Myers says, ‘We were looking for something quite punchy, it’s not über-cool or restrained.’
The new look is rolling out across GBK’s 59 outlets early next year, with more branches planned.
Interiors have been revamped by an in-house team, and feature open kitchens and ‘artisan’ design features.
The rebrand follows a move to improve ‘food, customer experience and employee culture’ at GBK, according to the brand’s marketing director Katie McDermott. She says, ‘The refreshed identity will enable us to firmly establish the new approach.’