Black Tap 2025
Bold Flavors, Bigger Vibes: Building Black Tap’s Digital Identity in KSA
Challenge
Black Tap, NYC’s iconic burger and CrazyShake joint, made its mark in Riyadh and Jeddah with an identity rooted in bold visuals, graffiti, hip hop, and attitude. The challenge? Create a digital presence in Saudi Arabia that honors the brand’s edgy NYC roots while building local relevance across platforms that stayed true to Black Tap’s New York soul — while building strong local relevance in a culturally distinct market.
We had to adapt a distinctly American tone of voice to speak to a Saudi audience — all without losing the flavor.
Intervention
We kicked off with a Digital Communication Toolkit:
Target personas
A bold, locally relevant tone of voice
Content pillars rooted in food, music, community, and chaos (the good kind)
We hosted collaborative workshops with the Black Tap team to align messaging, personality, and content direction — then brought it all to life across platforms.
From there, we took over the full digital spectrum:
Monthly content calendars and real-time reels that captured the in-store energy
Engaging, campaign-driven newsletters
Social campaigns centered around limited-edition menu drops, cultural moments, and local humor
Event activations & storytelling (from Valentine’s collabs with jewelry brands to CrazyShake Masterclasses with SAUT)
Custom screen content that elevated the physical space — featuring old-school R&B clips, breakdancing, skateboarding, retro cartoons, and more for a fully immersive vibe.
Results
Built a relatable and loud digital persona that feels at home in Saudi culture
Grew the Instagram community from 18K to 24.4K+ (almost entirely organically) over 2.5 years
Created branded screen content that bridged the digital and physical experience
Rolled out highly engaging brand moments — from limited-edition drops to occasional cultural events
Supported major brand launches, including the Jeddah and Riyadh openings
Won a Silver MUSE Creative Award for our digital marketing strategy and execution
We didn’t just build a burger brand online.
We made it a scene.
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