CONDIMENTAL

Services Provided
Brand Audit
Brand Design Strategy
Brand Naming
Brand Persona
Brand Rhetoric
Visual Identity
Graphic Design
Display Menu Concept
Packaging
Interior Design Guidelines
Object Design

Industry Context
In Romania, the kebab and shawarma QSR business environment is pretty dull and predictable, with few exceptions. One of them is our client, Calif, who managed to make a change in this business and be a well awarded player, for years in a row. 

Challenge
Calif wanted to do things differently. They wanted a new concept that would offer a better and redefined kebab experience, which would widen even more the gap between them and their competitors.

Strategy
Our job was to create a new brand with a new naming and identity. Its purpose was to reposition the kebab product, by creating THE NEW KEBAB - served fresh, in a box, using special ingredients (pomegranate, aubergine, homemade sauces) and by completely eliminating the flat bread.

The name should convey the message that the restaurant was serving oriental food, with a twist. Condimental was born. Next we had to find a name and an identity for a totally new product - the fresh kebab in a box. We came up with the name Kebun packaged in a suitable carefully crafted box. We created the concept of the box, the design line, and finishing.

The name Kebun is a combined word from ‘kebab’ and ‘bun’ – which in Romanian means ‘great, fine, pleasing’. The name has a very agreeable tune and its purpose was to underline the difference from ordinary kebabs found elsewhere along with the high quality of the product and the healthy approach. 

So while the competitors were selling kebabs, Condimental was selling beautiful and carefully crafted Kebuns.

After only 3 days from the official opening, Kebun was the best selling product exceeding all expectations. Currently, Kebun continues to be the consumers’ top choice confirming that a strong and visionary business strategy really paid off.

Team
Beniamin Pop
Adela Sabou
Marius Farcas 

Contributors
Istvan Cimpan - fashion designer
George Negrea - interior design photography
Catalin Hladi - food photography
Liviu Lambrino - food styling

Interior Design
Cosmin Todor Studio

Year
2017