Brand Direction, Copywriting, Script Writing
Fuel Shack is Malaysia's first fresh-ingredient, casual burger joint. Up until its inception, the market was sharply divided between upscale dining establishments and fast-food franchises.
The brand needed promotional materials to introduce audiences to its "high quality, no attitude" concept.
I worked with the owner to develop a edgy, fun, yet service-oriented branding. I wrote several sets of tags and the script for the brand's first national television spot.
Redefine the burger.
No fluorescents, no more scary clowns!
Get your mouth and mind around a new kind of burger.