lil Mench

The Story

Menches Brothers, a family-owned Ohio-based business, has been serving up the original hamburger since 1885, when Frank and Charles Menches first invented it. More than just a restaurant, it’s a place where history is shared firsthand. Upon arrival, families dining in are often greeted by Uncle John, the CEO and great-grandson of Charles Menches himself.

The Opportunity

Recognizing an opportunity to expand this legacy beyond their local community, CMO Dani saw Web3 as a way to connect with a global audience while staying true to their roots. NFTs would not only introduce their story to a new generation but also bring the original hamburger into the digital age.

Partnering with Nicework, we developed a brand strategy that honored their rich history while embracing the future. Just as the Menches Brothers created the first-ever hamburger, Lil Mench was its Web3 counterpart - an extension of their legacy in a new digital frontier.

Branding & Visual Identity

The logo redesign and branding strike a balance between tradition and modernity, keeping the classic All-American colorways that reflect their deep-rooted history in food culture. Family has always been at the heart of Menches Brothers, so we infused that warmth into the branding - evoking the familiar feeling of a backyard BBQ with friends and family.

NFT Artwork

We had a blast ideating different lil Mench traits, from fun personality-driven elements to classic burger-inspired accessories. Each NFT was carefully categorized by rarity, ensuring a dynamic and collectible experience.

Minting Strategy

Our goal was to make minting as easy as possible. While crypto-native users could mint with a wallet, we prioritized a seamless credit card flow for those new to Web3.

The result? A smooth onboarding experience (desktop + mobile) that introduced a large cohort of first-time users to NFTs, including a 93-year-old who minted his very first NFT!

NFT NYC Activation

To amplify awareness, we brought the backyard BBQ experience to NYC with a lil Mench food truck. Parked just outside the event, it served up the original hamburger while inviting visitors to scan a QR code on the truck and mint a lil Mench straight from their phones - blending physical and digital in a way that felt natural and engaging.

Final Thoughts

This was more than just an NFT project, it was about honoring a legacy, blending IRL and digital communities, and making Web3 more accessible.

The path to global crypto adoption is long, but initiatives like this, which raise awareness and make the space inviting and fun, is where magic happens. And, if we can get a 93-year-old to mint an NFT, maybe widespread adoption isn’t as far off as we think!