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Boy n Burger

Client: Boy Creations

Location: Wan Chai, Hong Kong

Size: 1200SQFT

Date: 07/04/2021

Services: Branding | F&B Design


The Boy n Burger project for our esteemed client, Boy Creations, was a dynamic venture aimed at creating a vibrant and affordable burger diner accessible to all in Hong Kong. Engaged in close collaboration, Goodss was entrusted with the task of bringing this brand to life. The project's overarching objective was to craft a unique dining experience that would resonate with a wide audience. This encompassed a comprehensive brand strategy, visual identity development, and an interior that embodied a playful yet modern atmosphere.



Kicking off with a strategic approach, we embarked on brand strategy work that involved in-depth discussions with the client. Together, we defined the target audience and outlined the offerings that would set Boy n Burger apart. This strategic foundation served as the blueprint for the brand's journey.


With the target audience and offerings established, the project's identity began to take shape. In collaboration with the client, we conceptualized a vibrant and engaging brand identity. The creation of "Bobby," a fun and playful character, emerged as the brand's charismatic mascot. This whimsical figure became the heart of the brand, setting the stage for a lively and enjoyable dining experience. The logotype and all associated collateral were thoughtfully designed to mirror this playful retro style, ensuring consistency across all brand touchpoints.


The interior design was a pivotal aspect of the project, marrying the brand's playful retro theme with modern sensibilities. The diner's environment was carefully crafted to reflect this aesthetic blend. Boasting an open kitchen, spacious ceilings, and an expansive glass frontage, the interior invited natural light and energy into the space. Achieving the desired aesthetic required a meticulous balance of colors and textures that harmonized with the proportions of the ceiling.


In conclusion, the Boy n Burger project undertaken for Boy Creations was an embodiment of collaboration, creativity, and careful execution. With an unwavering commitment to accessibility and affordability, Goodss worked closely with the client to craft an engaging brand strategy, a captivating visual identity centered around the lovable character "Bobby," and an interior design that seamlessly merged playful retro aesthetics with contemporary elements. The result was a unique burger diner that not only catered to a diverse audience but also celebrated the spirit of a playful dining experience.

Significant attention was given to crafting a brand narrative and storytelling elements that would resonate with the Chinese market. Goodss worked closely with Champion to develop a compelling narrative that reflected the brand's values and connected with Chinese consumers on an emotional level. This emphasis on storytelling helped create a meaningful and memorable experience for customers, reinforcing their affinity for the Champion brand.

Moreover, the rollout manual took into account the requirements and constraints imposed by landlords, considering store fronts and other restrictions. By carefully addressing these considerations, Goodss ensured a smooth and efficient implementation process for Champion's retail spaces across different locations in China.

In conclusion, this project focused on elevating Champion's retail offering in China through a comprehensive approach that incorporated insights from successful American retail expressions, understood the specific needs of the Chinese market, and created a flexible and modular retail experience. By emphasizing brand narrative, scalability, and adaptability, Goodss supported Champion in creating compelling retail spaces that engaged Chinese consumers and strengthened the brand's presence in China.

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