Interior of Pickl burger restaurant in JLT, Dubai, showing wooden tables, black booths, and a pink neon sign over a green moss wall.

PREMIUM/CASUAL DINING

Defining the sound for one of the region's most distinctive burger brands

Founded in Dubai in 2019 by Steve Flawith, Pickl has built a cult following on a tight proposition: burgers only, everything made fresh, nothing compromised. Bold graphics, neon interiors, in-house sauces, a playlist that means something. Now operating across seven markets with international expansion continuing, it is one of the fastest-growing homegrown food brands in the Middle East.

Portrait of Pickl burger restaurant founder Stephen Flawith in a black-and-white striped apron, standing next to a large white "ORDER HERE" sign on a green wall.

A sound as bold and specific as the brand itself

We worked directly with Steve Flawith to understand the brand before defining the music.

Pickl's music is loud and very much part of why it works, you cross the threshold and the brand's identity hits immediately - a vibrant, infectious energy rooted in soul, funk and hip-hop, designed to be felt as much as heard. Customers Shazaming tracks mid-burger is a reliable measure of how well it lands. Our relationship extends across the wider Yolk Brands group, working with all three brands as the portfolio grows. With the music framework embedded into their operations, each new Pickl opening carries the same identity as the original, leaving the team free to focus on everything else.

A sound as bold and specific as the brand itself

We worked directly with Steve Flawith to understand the brand before defining the music.

CLIENT PERSPECTIVE

“An incredible partner, creatively. Our soundtrack is absolutely one of the reasons people keep coming back to Pickl.”

Stephen FlawithManaging Partner, Pickl

A top-down food photograph of Farmer J's signature Broccoli and Kale Mac and Cheese served in an oval cast-iron skillet. A

A framed vintage black-and-white portrait of Ranchhoddas Laljibhai Thakrar inside a Dishoom restaurant. The photograph hangs on a rich, dark wood-paneled wall beneath a glowing brass sconce light, showcasing a line of Gujarati text at the bottom.

A high-angle view looking down the spiral staircase at Fortnum & Mason in London during Christmas. A massive holiday installation of giant, reflective gold baubles and twinkling fairy lights spirals down the center of the atrium.

Experience is everything. Make your music count.

If you are shaping an environment where atmosphere matters, we'd like to talk.