BERALE – Rollin' on Fire
Fast Food Bar Chain
Berale is a fast-food restaurant chain built around a beloved Middle Eastern dish: shawarma. The menu, crafted with the collaboration of renowned Hungarian chef and culinary advisor Viktor Segal, features top-quality, locally grilled beef or chicken as its foundation. Guests can enjoy their meals paired with a selection of pita breads, labneh, or grilled vegetables. The name "Berale" is a tribute to the owner’s grandfather, honoring his memory. We crafted the subheadline referencing the fact that guests will encounter a modern, youthful and urban interpretation of a classic dish, while ensuring the wording harmonizes seamlessly with the minimalist visual identity.
The logo draws inspiration from the core element of Berale: the vertically stacked, multi-layered, uniquely seasoned meat, cooked on a rotating grill. Practically, the logo visually represents the grill, incorporating letters rotated 90 degrees while maintaining clear readability, and complemented by a subheadline. The animated version of the logo further emphasizes the distinctive preparation method that defines the menu.
On larger surfaces, the logo is enhanced with stylized flames, creating a clear reference to fire and grilling. This effect is further amplified in the animated version, bringing the dynamic essence of the cooking process to life.
We also created a repeating minimalistic, modern typography pattern from the logo, evoking the look of checkered tablecloths at first glance. This subtle reference conjures associations with dining, homemade flavors, and tradition in the minds of customers. Given that the majority of customers opt for takeaway, it was especially important for the packaging to be striking and visually appealing.
The 90-degree rotation of the letters in the logo provided an opportunity to extend this design approach across the entire visual identity. As a result, various inscriptions and signage elements have been created using this distinctive solution, ensuring a cohesive and recognizable brand presence.
For dine-in customers, meals are served on metal trays, where the checkered tablecloth-inspired patterned wrapping works equally well. This design reinforces the brand's connection to tradition and home-style dining while adding a visually cohesive touch.
The main motifs are complemented by additional elements, such as a gray-toned wrapping material that associates to the interior, designed mainly from raw concrete, as well as a large wall decoration in the interior. This centerpiece features the flames and the slogan, creating a bold and cohesive visual statement that ties the space to the brand identity.
For the takeaway paper bag, a striking design was the primary focus, as
takeaway packaging serves as an essential advertising medium for a newly
launched restaurant.
