Trey.
Trey is a local Iasi, Romania start-up that focuses on automized gourmet burgers. When we started talking with the team at Trey we had already a few pieces set, but the overall brand was missing an overall story, mouthpiece, and a way of comunication.
They had a unique futuristic location design, with giant screens that played on loop animations of their “eyes”.
Challenge
The challenge in the brief presented to us was to better engage the 16–25 demographic as well as transmitting the personality and contouring the identity of Trey, both as a character and brand.
With the character of Trey (a robot/AI) already set, but not necessarily communicated or used as the main communicator of the brand, we started to build the following concept.
What we did
An important aspect of our strategy was to have the products themselves be recognizable brands and highlighted.
Thus keeping in line with our direction and aesthetics we set out to make individual logos and “poster-like” visual that would be displayed on the big screens in the locations as well as online and in the OOH display channels.
Results
Sadly the reality isn’t as you plan it out to be, during this process the pandemic started and the food sector (especially the food court locations) took a big hit and the project was stopped and all design, implementation, and marketing were taken in-house by the client.
However now 6 months later, we were happy to see that most of the ideas, layouts, and proposals are still used or adapted to a certain extent.
Also, the retro-wave style seems to be now more present with other brand visuals, especially the ones that target the 16–25 age demographic, proving that our due diligence insight gathering was on point as well.
