Kebab.Lab Brand Identity by Butterfly Hunters
Kebab.Lab set out to challenge the perception of traditional kebab restaurants in Armenia—often seen as outdated, overly masculine, and uninviting, especially for female customers, and introduce the Döner Kebab culture to the market. Starting with just the name, our task was to turn the idea into a disruptive brand that would redefine the street food experience through food quality, interior design, and every surrounding customer touchpoint.
Through market and audience research, we identified two key customer groups: Millennial and Gen Z professionals in tech and creative industries. Despite generational differences, both groups placed high value on cultural capital, most vividly expressed through taste in music and design, revealing an opportunity to extend the brand beyond food into cultural experiences the target identifies with.
We developed an identity built around absurd levels of clinical precision combined with a playful approach to work. Expressed through a stainless steel-focused interior and curated house music heard from top-notch sound gear, an identity of a playful genius was created – experimental, perfectionist, and fun. It established Kebab.Lab as a new standard in street food culture, appealing across genders and generations through shared values.
The project successfully defined every key touchpoint, turning a familiar food category into a modern cultural destination under the tagline House Kebab, House Music.
Curator’s Insight
The real discipline in this system is restraint. Nearly every surface is white with black monospaced type, so the few departures read instantly: a single burst of orange tomato slices on the takeout box, or a magnifying glass revealing the beef icon on a specimen tray. The checkbox row for each protein turns a menu choice into a form field, and the ASCII animals give each meat a distinct character without introducing a second visual language. Recipe text printed as a texture along the box side rewards close looking without cluttering the front panel. Strict rules make the jokes land harder, because the humor sits inside the system rather than on top of it.
