RAGE Coffee is a revolutionary coffee company, offering delicious, health-conscious, and 100% plant-powered
coffee products. As a digital-first brand with a loyal following, RAGE has redefined how India experiences coffee.
Wat-A-Burger, is an Indian burger chain known for its quirky branding, delicious burgers, and robust presence in
the retail market. With stores across the country, WAB has established itself as a go-to destination for gourmet
burgers.
The Challenge
As RAGE Coffee planned its bold foray into retail with the launch of its cafes, it
partnered with WAB to create an innovative collaboration that brought together
two powerful identities. The challenge was clear: • Combine Two Distinct Brands: Merge RAGE Coffee’s young and health-focused
identity with WAB’s playful, flavorful persona. • Retain Brand Recall: Ensure the individual strengths of both brands were
preserved while creating a unified look and feel. • Evoke Coffee + Burger Synergy: Develop a visual language that seamlessly
communicated the combination of coffee and burgers. • Enter the Retail Market: Create a compelling and consistent co-branding strategy
to ensure the success of the cafes.
Our Ideation
To bridge the gap between the boldness of RAGE and the vibrancy of WAB, we
identified key recognizable elements from both brands to form the foundation of
the co-branding.
Brand Book
A comprehensive brand book was developed to ensure consistent messaging and
visual language across all touchpoints. The brand book detailed: • Logo Adaptations: A cohesive logo lockup reflecting both brands’ identities. • Color Palette: A vibrant yet balanced scheme merging the warm coffee tones of
RAGE with WAB’s playful hues. • Typography and Visual Elements: Guidelines to maintain clarity and recall in all
branding efforts.
In -Store Branding
We designed fun and quirky in-store branding, including posters, menus, tent
cards, signage, and hoardings, creating an inviting and cohesive café experience.
Social Media
To launch the collaboration on social media, we crafted an engaging campaign
using the co-branding elements. The campaign focused on building brand
awareness and introducing the coffee + burger synergy to a wider audience.
