STRATEGY

We delved deeper into BKB through a diagnostic study with its executives, clients, and B2B partners, in addition to analyzing the competition and the food market as a whole.
In this process, we identified strengths stemming from both Burger King and Popeyes that made it a completely unique company. However, due to the relevance and consolidation of its first brand, it was still necessary to create a sense of belonging and unify the direction of a single company.

One common attribute in their portfolio brought one of the main pillars to its construction: authenticity – in preparation processes different from their major competitors, bold personality, and intense flavors from different parts of the world.

We then arrive at a corporate brand that has food brands in its portfolio, always aiming for excellence in operations, services, and products enhanced by technology. This is how the company ensures the strength of its purpose: Connecting people through the authentic taste of our food.

Its bold, ambitious, authentic culture, which offered a great deal of autonomy to its employees, created space for its personality: authentic, curious, efficient, and passionate.

A brand that doesn't go unnoticed. We translated this DNA into a positioning that aims to bring the world to people through food. And we concluded with the tagline: Authentic in every bite.

CREATION

This strategy and genetic code need a name to match. Through extensive and thorough work, we arrived at a creation that embodies this entire intention and is easy to pronounce in any language: Zamp.

In the Portuguese language, Zampar means to eat with gusto, with appetite. A verb that is perfectly aligned with our business model and the construction of who the brand is.
To bring more dynamism and personality, we eliminated the last two letters and voilàZAMP!  

In its entirely typographic branding, the personality emerges in an original design, where each letter refers to an aspect of the food universe, conveying sensory experiences and... appetite appeal With shapes and colors, luminous tones also allude to Zamp's digital and technological side. The visual universe composes a pop and irreverent look, in which the brand itself appears as a graphic element in bold applications with a more fun approach.