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White Castle In China
Creative Brand Challenge

White Castle’s identity is very traditional, but we are attracting a very young audience in China.  Sliders are still a new concept in China; our customers are often confused when ordering.


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How might we better communicate our slider concept to our young, Gen-Z customer using messaging and a visual language that connects with them specifically?


We took a look at the user journey, needs and behaviours when interacting with the brand, to understand what it was about White Castle that was attractive to them.


The Result? A new position for a concept store.

HELLO we’re the BOLD alternative. We are an American mini burger concept that makes people happy with a large variety of satisfying sliders. Delivered with our relaxed friendly free laid back environment and service.


Bringing the wall art it to life…

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Say Hello Little One, say goodbye Jennifer and Lisa!

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We’d love to be able to create a project like White Castle with your company. If you’d like us to be part of your team, and create something incredible, get in touch.