A bold, direct, easy to apply brand for a new and elevated but familiar kebab joint.

The Challenge

A new kebab joint that wants to make the kebab we all know and love, but with high quality ingredients: the classic kebab experience in Málaga, with every detail taken care of, without changing the kebab at its roots but respecting it. That called for a brand with the warmth of classic neighbourhood, low ticket businesses, like family owned burger, kebab or sandwich places, but looking like every detail was truly considered, with fresh ingredients and homemade elaborations. The brand had to be easy to apply and straightforward, so they could use it without losing consistency or spending extra time and/or money on every application.

The Positioning

The kebab we all know, but better. Under that claim, we express that we’re not here to reinvent the kebab world, but to give it a bit more justice: the meat is real meat, the lettuce, tomato and vegetables are fresh, and the pickles, potatoes and other ingredients are cut, pickled and/or prepared in house. The interior is inspired by fast food kebab joints but with a minimal and elegant twist, keeping what sets them apart (menú, photographs, being able to choose the vegetables at the counter…) while removing the noise. Otro Rollo had to feel like a familiar place, elevated.

The identity

A combination between a London or New York high end deli and a classic “campero” joint from the neighbourhood. In Málaga, most burger and “campero” places have a mascot and a reduced menú; we took that, combined it with a kebab, and simplified everything down to two colours, two fonts, the mascot and a bold, direct logo, conveying warmth, elegance and care. We focused on bold, direct compositions built around the main typeface “Buzz,” sometimes paired with the script “Superetta” for that extra human touch, but more elegant.
The mascot inspired by Málaga’s classic waiters carrying a kebab reinforces the local aspect of the place and gives emphasis to the delivery aspect of Otro Rollo.

The result

In line with the values of the food, the branding conveys care, attention to detail and humility, feeling like a natural extension of the brand’s core. The packaging adds a layer of value to the product without distracting from what matters or creating noise: a brand that serves as a stage for a high quality kebab, without inflating its perception and/or price with fake brand value, but staying true to its core values instead.