UBQ – Online Delivery Brand by Barbeque Nation

Background:
Barbeque Nation, a well-established and loved dining chain known for its live grills and rich buffet experiences, is expanding its offerings by launching a dedicated online delivery platform named UBQ (short for “You Be Que” – a playful take on “Barbeque”). This platform will bring the same great Barbeque Nation flavors directly to customers’ homes.

Objective: Create a compelling and modern brand identity for UBQ that:
Reflects the core essence of Barbeque Nation’s food experience
Appeals to a younger, tech-savvy delivery audience
Stands independently as a digital-first sub-brand while maintaining a connection to its parent brand

Target Audience:
Urban, working professionals, families, and foodies aged 18–45 who enjoy restaurant-quality food at home. They value convenience, consistency, and bold flavors.

Core Values to Communicate:
Flavorful & Authentic – retains the taste and richness of Barbeque Nation
Bold & Modern – a fresh, digital-first brand presence
Convenient & Reliable – fast and dependable delivery experience
Warm & Social – evokes the joy of sharing great food, even at home

Brand Personality:
Confident, Bold, and Friendly
Fun yet Premium
Urban and Youthful
Rooted in Tradition, Designed for Today

Deliverables:
Logo Design (with variations for digital, packaging, and app use)
Color Palette & Typography
Visual Language & Iconography
Packaging Concepts
Brand Guidelines (Tone, Imagery, etc.)

Design Direction:
The design should draw inspiration from the barbecue experience—flame, smoke, grill marks—while embracing clean, minimalist, bold design language for high visibility across mobile and digital platforms. It should visually separate from Barbeque Nation’s dine-in brand, while subtly nodding to its heritage.