BURGER BLISS UAE
At TwentyOne06, we were tasked with transforming Burger Bliss from a supermarket brand into a standalone restaurant in Abu Dhabi with its own unique identity. Our challenge was to build a brand that could compete in the UAE’s vibrant F&B scene while reflecting the multicultural community it serves. From redefining the brand story and mission to creating a vibrant visual identity, tone of voice, and digital presence, we approached the project as a full-scale rebrand and brand evolution. Making Burger Bliss more than just a meal, but a destination experience.
Client
Grandiose
Location
Reem Mall, Abu Dhabi
Date
2025
Venue
Restaurant
An Attitude-Driven Burger Brand
Our strategy focused on creating a cohesive brand that celebrates global flavors and multicultural connections. We redefined the brand story, tone of voice, and visual identity, developing a logo, color palette, packaging, and digital assets that reflect the energy and inclusivity of the UAE audience. The interior design extends this identity into the physical space, with community-focused layouts, vibrant materials, and integrated branding that encourage connection and enhance the dining experience.
The result is a modern, immersive brand and space that turns Burger Bliss into a destination, not just a meal, for Abu Dhabi’s diverse community.
A Bold Logo for a Bold Brand.
The Burger Bliss rebrand involved a complete transformation of the logo to signify its evolution from a supermarket product to a standalone restaurant. The original logo was monochrome, featuring a hand-drawn burger and rounded type, but it lacked distinction and scalability for an elevated brand.
The new logo, however, features bold, modern typography that communicates a premium yet approachable quality. It is flexible for use on signage, packaging, and digital platforms, reflecting the shift to a destination experience for a multicultural community. This new logo serves as a visual anchor for the brand, enhancing cohesion across color, typography, packaging, and interior design to create an immersive experience.
Designing a brand that connects UAE's cultures.
The brand pattern for Burger Bliss was inspired by the UAE’s global community, a melting pot of cultures, stories, and flavors that come together at the table. Rooted in the concept of “Global Community,” the pattern reflects the brand’s mission to unite people through shared moments. Drawing from South Asian patterns, Japanese painted effects, Arabic calligraphy, and Mexican pyramids, we created a fusion of global influences that celebrates diversity while feeling contemporary and handcrafted.
The result is a pattern that embodies the spirit of the UAE: modern, multicultural, and full of character. It extends across packaging, menus, and interiors, becoming a visual symbol of Burger Bliss’s story: bringing people together through food.
Iconography of Merging Motifs.
The Burger Bliss brand icon represents the idea of cultures coming together, visually forming the perfect “burger.” Each layer symbolizes the blending of global influences that define the UAE’s multicultural spirit. We used the brand pattern to shape the burger’s bun and patty, merging South Asian and Arabic motifs into one cohesive form. This approach transforms a simple burger into a symbol of community and craft, where design becomes a storytelling tool.
The result is an icon that feels artistic, meaningful, and unmistakably local to the UAE, embodying Burger Bliss’s purpose, celebrating global flavors through shared experiences.
A Crave-Inducing Experience
The menu redesign of Burger Bliss transforms it from a plain, generic burger brand into a bold, crave-inducing experience. The original black-and-white layout felt basic and lacked personality, while the new design uses rich reds, bold typography, and dynamic layouts to create energy, appetite appeal, and a strong brand identity. It clearly targets modern, urban food lovers with its confident tone, premium feel, and visually mouthwatering presentation.
Overall, the new rebrand shifts Burger Bliss from a simple eatery to a distinctive, attitude-driven burger destination.
We were tasked with elevating the brand for the UAE market, from a simple logo and packaging refresh to a comprehensive, strategy-driven identity that celebrates the UAE’s multicultural community and premium product (hello, Wagyu). This wasn’t a cosmetic job… it was a strong reposition.
The Real "Bliss".
A cohesive restaurant brand built for community, culture, and “craveable” burgers. Visit Burger Bliss at Reem Mall, Abu Dhabi, where every bite brings people together. At TwentyOne06, we take lifestyle and F&B brand evolution to the next level within the industry. Because when our clients thrive with a stronger brand, they build a stronger community.
