Missed branding opportunity: Why kebabs deserve more than aluminium foil and a generic pictogram

We were recently out and about in Berlin checking out ethnic markets as part of our store checks – including a Turkish grocery store. As soon as we stepped outside, we noticed the nearby kebab shops. And there we discovered a phenomenon that stuck with us: the same packaging design everywhere.

Anyone who regularly eats kebabs in Germany – and, as we all know, that’s a lot of people – is familiar with the “kebab man” on the packaging. Red, stylised, always the same. But hardly anyone knows where it comes from. And almost no one wonders why every kebab is packaged the same way. Yet this seemingly trivial detail holds a huge, largely untapped opportunity: branding.

From a Letraset butcher to an iconic kebab man

The story of the Dönermann logo does not begin in a Berlin kebab shop, but in France. At the end of the 1980s, there was a so-called Letraset sheet – a kind of graphic transfer template for designers – featuring a butcher carrying a roll roast. A German graphic designer took the motif, changed details such as the knife and skewer, added a moustache – and created a symbol that would last for decades. Without trademark protection, without strategic branding.

And that is precisely the problem.

What began as a charming improvisation became a graphic convention – every kebab shop now uses the same figure. Instead of differentiation, uniformity emerges. Instead of a brand, interchangeability emerges.

Incidentally, the rights to this exact kebab man logo have been secured by a certain Sebastian W. – even though he did not design it himself. A curious but symbolic detail that shows how unclear and unused brand affiliation often is in the kebab segment.

Packaging as a brand ambassador? Not a chance.

Aluminium foil. Parchment paper. Perhaps a generic polystyrene container. Kebab is handed over in packaging that is functional – but says nothing about where it comes from. No colours, no typography, no recognition value.

And this at a time when every coffee-to-go drink makes its way through an Instagram reel, every smash burger becomes a TikTok sensation and every food styling strives for “shareability”.

A large part of the industry is missing out on potential here. Because kebab paper is not just a carrier for fat and sauce – it could be a carrier for brand values.

One ray of hope: two young entrepreneurs from Peißenberg have developed Kebag, a sustainable and creatively designed alternative to conventional kebab packaging. The recyclable packaging made from FSC-certified parchment paper replaces aluminium foil and plastic bags and functions as a practical two-in-one solution that is not only more sustainable but also easier to handle. Together with Weber Verpackungen, founders Bilal and Cihan Dalgic are working to produce Kebag industrially in Germany – a promising step towards professional brand building in the segment.

From sandwich to style icon: what others do better

Best practices exist.

Wounder Waffle, for example, shows how consistent branding through colours, interior design and logos can lead to recognition value. The shops are eye-catching, strikingly coloured and visually captivating – even if the packaging itself is not the main feature, the overall picture is harmonious.

And there are some kebab shops that are taking their first steps towards branding, led by the Haus des Döners chain, which now has outlets across Germany. Originally based on the visual appearance of the Netflix series “Money Heist”, the branding, including the logo, font and mood, has been consistently implemented. After a warning from Netflix, the design had to be slightly adjusted – but the result is still a compelling brand experience: branded paper, coordinated in-store design and a clearly recognisable concept.

Another example: Döner Game – inspired by the Netflix series “Squid Game”. Here, too, the visual concept is based on the series: from the interior design to the branding to the packaging, a red design thread runs through everything. Will a “Stranger Döner” follow soon? Possibly. In any case, the mechanics have been recognised.

Mustafa’s Gemüse Kebap in Berlin is a prime example of successful storytelling without a visual brand world. Even without sophisticated branding or a colour scheme, the snack bar has achieved cult status through clever marketing and PR: from the legendary cinema advert with a wink to appearances on shows such as Taff, a brand has been created that works less through design and more through storytelling. The fact that even superstars like Kanye West (Ye) willingly queue up is part of the myth – as is the charming quote in the commercial: “I stand here with my name.”

Boba tea chains and third-wave coffee brands also consistently use everything that physically comes into contact with the product for branding: cups, lids, straws, stickers, napkins.

Why not kebabs too?

What a strong brand presence could look like in the kebab business

Logo and colour scheme on the aluminium foil – or alternatively: large, eye-catching stickers applied to the aluminium packaging

Custom typography on the paper

Slogans, claims or mascots as visual triggers

Coordinated design of shop signs, interior and packaging – including menu boards that whet the appetite rather than put customers off

Sustainable packaging solutions such as Kebag, which impress with their ease of use, low storage space and brand character

The effect? Higher recognition. Stronger customer loyalty. And: free reach through organic sharing on social media.

Starbucks has shown how it’s done – with an apparent mistake: the baristas often spell their customers’ names wrong on the cups (intentionally or not?). The effect: people post these “mistakes” on social media, jokingly commenting “Since when is Aylin spelled Eilin?” and creating a viral effect. Starbucks doesn’t pay a penny for this advertising – the name on the cup becomes the gateway to a personal brand experience.

Anyone who understands the mechanism realises that packaging is not just packaging – packaging is communication.

Conclusion: Kebab needs more than just good taste

Kebab shops that only think about the product are missing out on opportunities. But those that see packaging as part of their brand stand out from the crowd. And stick in people’s minds. It’s time for kebabs to get a makeover – and packaging is part of that.

Because even the best meat tastes better when it’s presented well. Branding included.