BRKFST Brand Identity

The team behind BRKFST, a newly launched food truck in Dubai, reached out to me to build it's brand strategy, content writing and visual identity. What piqued my interest was their community-centered approach: get people together for breakfast and get them to talk! (I believe the best brands are build with the power on community)

The competitive food scene demanded a visual identity that could be both inviting and professional, embodying the cafe's unconventional breakfast ethos while also gathering a tribe of breakfast lovers who prioritise the start of their day.

Brand Positioning

BRKFST positioned itself as the go-to destination for breakfast enthusiasts who recognise the power of a morning meal. It stood out in Dubai's fast-paced environment by promoting mindful mornings and meaningful connections over breakfast.

Strategy

After thorough research on the target audience personas, habits and routines we devised a brand strategy that revolved around creating a visual identity that mirrors BRKFST's ethos: Brkfast's target audience comprised early risers, busy professionals, and breakfast lovers in Dubai who valued a wholesome start to their day and sought opportunities to connect with others in a bustling city.

1. Community Building through talks, events and workshops.

2. Collaborations and Networking, giveaways and partnerships.

Brand Values

Mindfulness: Starting the day with intention, savouring the morning sun, and
appreciating the breakfast experience.

Community: The brand places a high value on fostering connections, providing a
space where people can come together over food and conversation.

Brand Personality

The brand personality was carefully crafted to strike a balance of vibrant, fun
yet professional - Reflecting the joy of breakfast and the energetic start to the day.

Tone of Voice

Use of simple, clear yet friendly language consistently used across all digital
and print platforms.