From the archive · 2020–2021
Success Partners · Food & Beverage
Central Burg
A burger and chicken restaurant on Street 9, Maadi — 'Where Friends Eat'. We built the brand, named the menu, dressed the walls and launched it in Maadi with delivery, offers and a feed people wanted to share.
- 🇪🇬 Street 9, Maadi · Burgers & chicken
- ✳️ Identity + menu + launch
- 🛋️ A themed place to share
- 5
- Menu pages, every item named
- 23
- Launch, delivery and offer posts
- Oct 2020
- Opened in Maadi
- Friends
- The theme on every touchpoint
The one where the burger joint became a hangout
Maadi has no shortage of burgers. What it didn't have was a place that felt like the coffee house everyone grew up watching.
So Central Burg became 'Where Friends Eat': a badge logo, chalkboard walls with in-jokes, an orange couch to sit on and a menu where every item is 'The One With…' — Joey's Special, Shelly Cat, Barbados. The place is the post, and the menu is the joke people repeat at the table.
The identity
The badge logo in colour and black, the doodle pattern, the 'Where Friends Eat' line and the chalkboard wall art.
The menu
Beef burgers, chicken sandwiches, hot dogs, kids' meals and sides — every item with its own name.
Social media
'Now in Maadi', delivery launch, the Friends offer, Christmas and New Year — the place and the food, always in character.
The restaurant
The storefront and the themed interior at opening — the backdrop for every post.
Hero sandwiches
Cut-out shots of the signature sandwiches for menus and ads.
Opening a restaurant with a big idea?
We turn a concept into a name, a menu, a room and a feed people want to share.
Archive project, 2020–2021. Cover uses a real photo of the restaurant.