25 degrees close up burger

25 Degrees

A roll-out of a gourmet American burger joint in Asia

Client: R&B Lab
Delivery: Since 2017
Location: Bangkok | Singapore

Brief

Expand highly acclaimed American burger joint brand 25 Degrees Burgers and Liquor Bar to Asia.

milkshake and burger model

Solution

Adapted and rolled out the concept in two venues, 25 Degrees Bangkok and 25 Degrees Singapore respectively.

25 degrees design overview
25 degrees takeway burger

Strategy

Adapted the US branding to cater to Asian patrons and capitalised on the US celebrity-endorsed burger joint to position the venues as trendy and gourmet American-style diners.

25 degrees burger tasting
25 degrees singapore
25 Degrees Bangkok neon sign
burger and a beer from 25 degrees
25 degrees selection of burgers
25 degrees bangkok instagram page
25 degrees bangkok social media
25 degrees singapore instagram post
25 degrees singapore social media

Outcomes

2 Openings in 4 years
Awarded best burger diners in their city

Scope

Graphic Guidelines Roll-out
Advertising
Art Direction
Operations Marketing

Media Relations
Content & Storytelling
Social Media Strategy
Photography