I was approached to help start up a brand new business from scratch.
It was a gourmet burger business and we worked with the client to create a unique value proposition.
We were able develop a counter-intuitive approach that celebrated ‘fast-food’ rather than villainise it.
The horned burger logo came about from thinking about the struggle that plays out in the head of many people, this sense of guilt that they are not eating ‘healthy’ food. Most of the players in the gourmet burger market would allay the guilt, that little devil in our ear, by making fast food look healthy. Instead, we took an honest approach and gave the message that ‘hey, yes, this is ‘junk’ food, and instead of having feelings of guilt, enjoy the guilty pleasure.
Rather than denying oneself of the pleasure of eating a tasty burger, instead we countered this with our moniker – “Eat Responsibly”.
In other words, enjoy everything in moderation. Life is too short to being ‘I shouldn’t’ and ‘I shan’t”.
With the branding we designed the logo and graphic collateral that was carried through to the shopfront signage, overhead and printed menus, uniforms, mural, tabletops and online.
The Burger’d brand continues to grow and I am very honoured to be there at the inception of this brand and continuing along the adventure.
