19 Feb Hungry Lion
“We needed a team that designs for business success and not just design for design’s sake.”
– Adrian Basson CEO Hungry Lion
Design Partnership was appointed in November 2011 to assist us in designing and fleshing out a new store identity and position for our QSR brand, Hungry Lion. In the mix were competitor and positioning challenges, a new brand and CI challenge. Adding to this was the complexity of designing for locations and circumstances that are very unique to our rough trading environment.
Given the aggressive roll out and revamp program it was important for us to partner with a group that could maintain the feedback loops of brand and CI, design ‘look and feel’ and all the practical day to day operational challenges that we faced. We needed an organization that could maintain a balance between these factors and be mindful of the fact that our customer experience should drive the collective thinking and overall design.
Lastly it was important to partner with designers that understand the value of cost effective and practical solutions: the stores needed to continue to look ‘pretty’ years after the initial build and be easy and cost effective to maintain. We needed a team that designs for business success and not just design for design’s sake.