KOBE is defined as a premium marbled cut of beef, reflecting our classic gourmet burger served. The brand name is descriptive to the brand experience while creating an own-able character that represents the brand.

KOBE believes that keeping it classic is what makes him unique. In a world full of chunky, over-the-top burgers loaded with toppings, he stands out by staying true to the essence of the classic burger that is courageous enough to be the most delicious minimalist burger possible, unafraid to hide behind layers and layers of toppings that hide the true flavors of the actual hero: The bun and what’s in between it.

Brand Strategy, Naming and Visual Identity for Kobe