Rambo – A Kids Menu with a Punch
How to attract children and families without losing the brand’s edge?
Rambo Burger is a bold, urban burger brand known for its strong identity and unapologetic tone of voice. Their audience is mainly young adults, but they wanted to broaden their reach to families without turning into a generic fast-food chain.
The challenge
How do you create a kids menu that feels fun and engaging for children while staying true to Rambo’s daring brand? The risk: losing credibility with their core fans if the new line felt “too soft.”
Our approach
We applied our design thinking methodology, ideate, test, iterate, to make sure the final product would delight kids, reassure parents, and still scream “Rambo Burger.”
Ideate within constraints
The only fixed elements were the contents of the box and its size. Everything else was open for exploration: name, visual identity, inside games, paper wrap, and even merchandising extensions.
Test with the real experts (kids)
We prototyped 4 box designs, 6 names, and 4 games, then put them to the test with children of different ages and genders. The focus groups took place directly in the restaurant, so the kids experienced the full atmosphere while we captured authentic reactions.
Iterate with client loops
We combined kids’ feedback with regular check-ins with Rambo’s team. The goal: maximize desirability for the kids while safeguarding the brand’s bold positioning.
Roll out
Once validated, the concept was launched across all Rambo restaurants, with extensions into branded merchandising and plans for more family-friendly touchpoints.
The impact
The final kids menu struck the perfect balance: a playful box that kids wanted to grab, a strong visual identity anchored in Rambo’s DNA, and games that kept the experience going beyond the meal. Families embraced the new offer, children left smiling, and Rambo gained a whole new product line that fits seamlessly into their brand universe.
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