Fuel Shack is Malaysia's first fresh-ingredient, casual burger joint.  Up until its inception, the market was sharply divided between upscale dining establishments and fast-food franchises.   

 

The brand needed promotional materials to introduce audiences to its "high quality, no attitude" concept.  

 

I worked with the owner to develop a edgy, fun, yet service-oriented branding.  I wrote several sets of tags and the script for the brand's first national television spot.