Mogul is a burger joint selling high-quality burgers made fresh, from bun to patty, everyday. While the eatery boasts high quality juicy burgers, the overall branding of Mogul Burger needed to move away from something with an overly sophisticated or premium impression that may render the diner as inapproachable. So, to resonate with the Jakarta market, our branding approach revolves around the ‘Monstrous Gulper’ character. This endearing character was designed to leave a friendlier and warmer impression on visiting families. As such, the brand’s overall visual style takes on a more bold, pop, and witty approach to complement the mischievous creature by taking cues from American comic elements like handwritten typefaces and speech bubbles.
Monstrous Gulper
The name Mogul is defined as ‘a prominent entity in any industry.’ On its own, the name can be intimidating. So, ‘Mogul’ needed to be reinterpreted into something more relatable to families and kids. Turning ‘Mogul’ into a portmanteau meaning ‘Monstrous Gulper’, a creature character whose form is derived from the letter M and is obsessed with inhaling as many burgers as it can was developed. The Monstrous Gulper is pivotal in establishing that playful and approachable branding tone.
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