Menches

Menches Brothers + lil Mench

Brand strategy, Brand Identity, Generative PFP NFT Collection

Ohio-based Menches Brothers is a family-owned business. Their story began over 130 years ago, in 1885, when Frank and Charles Menches invented the hamburger. Now they delight in sharing the original recipe of the hamburger with their local communities. Operating on a first-name basis, families visiting their restaurants get a unique insight into their story directly from the CEO and great-grandson of Charles Menches himself, Uncle John – all while experiencing the delicious taste of the original hamburger.

Dani, their Chief Marketing Officer (CMO) realised an opportunity for the Menches Brothers to share their story with the rest of the world. NFTs (non-fungible tokens) would give the wider online community access to their hamburger and at the same time, propel them forward into Web3. But how could they share their story and hamburger with the global community, while still staying true to the Menches Brothers legacy and the local communities they serve?

In partnership with Metaversal, we set out to build a brand strategy intersecting Web3, their history, and authentic community. This led to the following:

1. A brand identity that preserves the Menches Brothers story and moves them into a contemporary space
2. A collection of lil Mench PFP (picture for proof) NFTs to launch them into Web3

The lil Mench collection stays true to the Menches Brothers roots as the first-ever original hamburger – in the Metaverse.