Case Study ยท F&B Branding ยท Shimla, Himachal Pradesh
EBR Eat Burp Repeat
A cup mark on a tissue. A name that says exactly what it means. A complete brand built from scratch in the hills of Shimla.
01
About the Client
Nestled in the heart of Shimla, EBR โ Eat Burp Repeat โ was born from a refreshingly direct idea: name the experience exactly as it is. The name was the owner's own suggestion, a lady with a clear vision and a sharp sense of personality, accompanied by her husband as they set out to open a cafรฉ that would stand apart not through pretence, but through character.
EBR said it all โ playful, confident, and entirely its own. Before the first order was taken, they went looking for an agency that could translate that spirit into a brand. They visited several. They chose Antraajaal.
02
The Challenge
A new cafรฉ in Shimla needed more than a logo. It needed a soul โ a complete brand identity that could live on every surface, from the menu in a customer's hands to the shutter pulled down at night. The challenge was to build something simple enough to feel effortless, yet distinctive enough to be unforgettable.
Zero brand presence
EBR was starting from absolute zero โ no visual identity, no touchpoints, no launch strategy in place.
A name that needed belief
Turning an unconventional name into a brand asset required conviction and creative confidence from the agency.
Total brand buildout
Every physical touchpoint โ bottles, tissues, menu, shutters โ needed cohesive brand design before launch day.
Shimla's discerning crowd
A hill-station audience with exposure to metro brands expected quality, personality, and a reason to return.
03
The Logo โ Born on a Tissue
The brief was clear: keep it simple. During early conversations, a coffee cup left its ring mark on a tissue โ and the logo was born. That honest, accidental mark became the most intentional thing about the brand โ perfectly at home on a cafรฉ called Eat Burp Repeat.
A mark as bold as the name
The cup ring on tissue became the emblem โ organic, unpretentious, and instantly recognisable. For a cafรฉ called Eat Burp Repeat, it was the perfect logo: no over-engineering, no forced cleverness. Just a mark that holds its own and makes you smile.
โฌ Replace the above SVG with the actual finalised logo file.
04
Brand Manual & Complete Identity
With the logo anchored, Antraajaal developed the full brand tome โ a comprehensive manual governing typography, colour palette, tone of voice, and application rules across every touchpoint. Nothing was left to chance, and nothing was over-designed.
"The whole tone was set โ not just visually, but in how the brand should feel in someone's hands."
โ Brand philosophy, EBR โ Eat Burp RepeatBrand Manual
Complete guidelines โ logo usage, colour, type, tone, and rules across all applications
Menu Design
Designed to reflect the cafรฉ's unhurried, honest character inside and out
Tissue & Packaging
The logo's birthplace โ now its most intimate and tactile brand touchpoint
Bottle Labels
Custom label design for branded water and condiment bottles on every table
Shutter Graffiti
Statement street-facing art on the cafรฉ shutter โ brand as architecture
Launch Strategy
End-to-end launch planning and execution for a strong Day 1 brand presence
05
Creative Showcase
A glimpse into the brand assets, touchpoints, and moments that defined EBR โ Eat Burp Repeat's identity from launch day.
06
The Outcome
EBR โ Eat Burp Repeat opened its doors with a brand that felt lived-in from day one. Every surface told the same confident story โ a cup mark, a name that makes you grin, a place in the hills. The launch was executed on time, on brief, and with the kind of cohesion that only a fully considered brand system can produce.
07
Why Antraajaal
The owners visited multiple agencies before making their choice. What sealed it with Antraajaal was the understanding that a brand this deliberately playful demands the most deliberate thinking. Building something that feels effortless is the hardest brief โ and it requires an agency that knows the difference between casual and careless.
Every service Antraajaal brought to EBR โ Eat Burp Repeat reflects a wider capability. Explore what we do:
Services delivered for this project โ