Falkão Lanches is a burger joint with active operations since 2007, in Serra Gaúcha, Brazil, consolidating a significant portion of the market, especially in the northern region of Caxias do Sul. Facing robust competition, the company stands out for the quality of its products and differentiated service, remaining a preferred choice among consumers in a competitive market.

The challenge was to rebrand a traditional brand, making it more contemporary and accessible while preserving its identity and recognition established since 2007. With a younger target audience in mind, it was necessary to adopt rebranding strategies that included contemporary design elements, a more accessible brand language, and communication tailored to the interests of the new target demographic. At the same time, it was crucial to preserve the fundamental aspects of the brand's identity, such as its history, values, and established recognition, ensuring a smooth transition and a successful reinvention of the brand.

The Journey

To achieve a satisfactory final result, not only with appropriate design but also with a well-defined positioning strategy, it was necessary to utilize various techniques of market research, design thinking, brand activation, and marketing.

Among them, the following stand out:

Internal analysis; brand recognition and definition of positioning using strategic management techniques such as SWOT analysis, 5W2H, clear definition of identity with a focus on the brand's mission, vision, and values, among others.

Qualitative and quantitative market research; focusing on customer perception of the brand.

Mystery shopping; identifying the entire customer journey in a practical day-to-day manner.

Identification and analysis of competitors; evaluating the current competitive landscape and identifying future threats after rebranding.

Recreation of visual identity; modernization of internal and external communication standards.

Positioning; clarity for the entire team and brand communication, defining a strong identity and a consistent tone of voice.

Brand activation; local event for reaffirmation and physical announcement of the new brand with the creation of a mascot, bringing humanization and proximity to the audience.

Digital marketing campaigns; creation of campaigns with three main focuses: first, announcement of the new brand and positioning. Second, interaction with current customers emphasizing the continuity of product quality. Third, brand expansion to new customers showing the new brand with a consolidated background.

Customer relationship; digital and physical activities and actions throughout the first months to consolidate brand recall.

As a result, we witnessed the emergence of a young and friendly brand, without infantilizing it and without losing the identity of one established over 15 years ago. The burger joint experienced significant growth in demand, prompting a move from the current location to a new space with more than double the seating capacity. And after one year of the new branding, with reinforced campaigns during this time, Falkão Lanches opened its second branch in a strategic location in another part of the city to cater to a demand for their product in that area.