Pattie

Insight: Women like fast-food burgers, but try to avoid them because of their fattening perception.

Target: Health-conscious female city dwellers.

Solution: Changing the perception that burgers are all fat and unhealthy.

Naming: "Pattie" provides a more humanistic and friendlier (thus healthier) connection than "burger".

Pattie is a specialty burger joint where various fresh fruits of your choice are mixed into the meat. Mixing fruits into burgers not only makes them juicy and sweet, but also adds nutritional values.

Role: Brand strategy, Design, and Production