May 2013.
“Giants Taste Better”, American style diner with purpose of fulfilling the big appetites for burgers, grilled specialties, desserts and all special American treats. At the time Oscar Rose was involved with different International franchise brands in Cyprus, from following strict brand guidelines to creative concept development for various new product campaign launches.“Giants Taste Better” was different and more exciting for Oscar. After several meetings with the brand management team Oscar Rose was hired as a creative director and user experience professional.Oscar received a short brief about the new brand: name “Giants Taste Better”, location and style suggestion. This was a big step for Oscar’s carrier; design a possible franchise brand from ground up with no guidelines or ready design structure.
Oscar did an online and offline research before he even started the concept development process. His biggest influence was the big, bold and flashy visuals from American style diners based in Vegas, New York and Los Angeles, as well as many other old-school style diners found online. After couple of presentational meeting with the brand management team Oscar was led towards working more with the brand name itself “Giants”, but not scrap the original idea of Big, Bold and Flashy. Oscar agreed with the team that the original concepts would be used on brand special promotions as “Giants Grand Opening”. After several months “Giants Taste Better” was ready to be launched, based on Oscar’s “giant burgers”new concept. For over four month Oscar was working on the new brand creative materials and company visual appeal. Starting from concept development and ending with the smallest brand identity material.