There was no dietary bandwagon to jump on when Halo Burger was established in 2017. Founder and vegetarian, Ross Forder was particularly frustrated with the lack of burgers available to those not eating meat, having been a long-term vegetarian. Here, his relentless desire to create the naughtiest, tastiest burger in the world with plant-based ingredients began.

After 18 months of solid research and perfection from Ross, Halo Burger gradually became the only restaurant to “specialise” in the Beyond Burger, developing a secret seasoning to accompany the signature burgers. With burger production in full flow, and the first restaurants established, Eleven Miles was onboarded to work with Halo Burger to redefine their branding proposition, identity, and tone of voice to support the growth ambitions of the company.

Halo Burger had a clear mission and more depth than most other fast food chains, with more, unique USPs on offer. However, forcing a vegan message only on potential customers could certainly be a turn-off:

“A recent study has found that 50% of participants had something negative to say when asked about vegans, and 45% included a word which referred to social characteristics.”

Eleven Miles needed to find a balance of depth vs fun to overcome these misconceptions and appeal to a wider audience. Although not a healthy option, you can feel good knowing that when you’ve chosen Halo Burger, you’ve chosen plant-based food that is better for the environment.

The Feel-Good Burger Company

When defining the Halo Burger Brand, we took a deep dive into who they are and what they ultimately wanted to be known for. The brand manifesto kick-started a movement to be known by customers as “The Feel-Good Burger Company” and the following values were developed:

AVERAGE IS NOT THE BENCHMARK.

Average is not our benchmark, we strive for everything to be the best it can possibly be and always aim to make improvements. We want our burgers to not only be the best vegan burgers, but the best burgers in the market.

GOOD VIBES ONLY.

We are the feel good burger company, so you’ll never see negativity from us. We aim to bring positivity to every touchpoint and every experience our customers and partners have with us.

NO COMPROMISE.

We’re on a mission to change the perception of vegan food and know that to create burgers without compromise, we can’t take shortcuts ourselves. The Halo Burger experience is never watered down.

EVERYONE IS WELCOME.

We want to convince people to change the balance, and convert carnivores to think differently about vegan food. We’re not a brand just for vegans. We welcome everyone into the world of Halo Burger.

The brand character for Halo Burger would be outlined as exuberant and witty, with a timeless look and feel. The tone of voice delivers a clear point of difference from competitors, boosting the brand forwards as a ballsy and intelligent. Not only creating great tasting food but having fun whilst doing it. And all with a subtle touch of provocativeness.

The look and feel has been elevated to include retro touches and throwback features as well as an updated colour palette. Vintage in hue, the palette is bold, bright, and timelessly cool. The supporting assets enable Halo Burger to construct broader brand visuals with textures, icons, and shiny holographics.

With the branding and tone of voice repositioned, the Eleven Miles team applied this to a shiny new squarespace website which was created to be both informative and functional. Offering users a simple route to ordering from their favourite branch.

Halo Burger now has restaurants across numerous, awesome locations. Signage, menus, packaging, and more have been revamped as a part of the rollout process, and their cheeky tone applied to all marketing comms, making Halo Burger stand proud from the competition.