The Burger’s Priest
Toronto cult classic, The Burger’s Priest needed to refresh the corporate brand to inspire franchisees to fuel growth — and maintain its iconic reputation.
We workshopped the brand’s true identity with the whole crew and realized that TBP had always been the anti-chain burger chain. Its higher calling was to redeem the fast-food burger by playing by its own rules.
To retain The Burger’s Priest’s cult brand status, we introduced an internal and external facing mantra to “Have Faith.” Have Faith is used to express the operating commandments that set the brand apart from the rest when new franchisees are hired and new stores are launched.