Nimby Burger Design & Branding NIMBY BURGER by Spring Advertising

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Industry Fast food
Media Design & Branding
Market Canada
Agency Spring Advertising
Copywriter Jessica Mori, Rob Schlyecher
Designer Jeremy Grice
Released May 2010

Credits & Description

Category: Consumer Products
Advertiser: NIMBY BURGER
Product/Service: BURGER EATERY
Date of First Appearance: May 20 2010
Entrant Company: SPRING ADVERTISING, Vancouver, CANADA
Entry URL:
Creative Director: Rob Schlyecher (Spring Advertising)
Designer: Jeremy Grice (Spring Advertising)
Copywriter: Jessica Mori (Spring Advertising)
Copywriter: Rob Schlyecher (Spring Advertising)
Account Services: Norrie Zaplatynsky (Spring Advertising)
Studio Artist: Felice Bisby (Spring Advertising)
Media placement: Packaging - Nimby Restaurant - May 21st 2010 / On Going
Media placement: Uniforms - Nimby Restaurant - May 21st 2010 / On Going
Media placement: Signage - Nimby Restaurant - May 21st 2010 / On Going
Media placement: Website - Online - May 21st 2010 / On Going

Describe the brief from the client
Joey Restaurant Group owned Local Public Eatery had a small empty shack extending off the end of their kitchen. We wanted to find a way to utilize the extra space.

Describe the challenges and key objectives
Our main strategy here was to have good burgers, no BS. The messaging was unapologetic and was about great burgers, nothing else.

Describe how you arrived at the final design
Nimby burger was launched in May, 2010 with a bang. A sneak-taste of the burgers was released at the Vancouver Magazine Restaurant awards one day before opening to introduce the brand.

Social media created excitement among followers leading up to opening day, Frisbees circulated at Kits beach spread the word about free burgers and a print ad in Vancouver Magazine provided additional reach.

Spring produced an entire branding package for Nimby Burger including logo, colour palette, food packaging, garbage bins, menu signage, exterior design of the shack, uniform design, promotional materials, website design and social media strategy and execution.

Give some indication of how successful the outcome was in the market
With Nimby Burger being a direct competitor of Triple O’s we don’t feel comfortable releasing sales figures at this time. We can say that the client has reported great results in their first season open. The high demand of Nimby Burgers after the door closed for the season in September has resulted in Nimby Burgers being added to the ‘late night’ menu at Local Public Eatery.