The Brand Challenge


White Castle’s identity is very traditional, but we are attracting a very young audience in China.  Sliders are still a new concept in China; our customers are often confused when ordering.


How might we better communicate our slider concept to our young, Gen-Z customer using messaging and a visual language that connects with them specifically?


We took a look at the user journey, needs and behaviours when interacting with the brand, to understand what it was about White Castle that was attractive to them.


The Result? A new position for a concept store.

HELLO we’re the BOLD alternative. We are an American mini burger concept that makes people happy with a large variety of satisfying sliders. Delivered with our relaxed friendly free laid back environment and service.


Bringing it to life…

Say Hello Little One, say goodbye Jennifer and Lisa!

We’d love to be able to create a project like White Castle with your company. If you’d like us to be part of your team, and create something incredible, get in touch.