BURGER THEORY
Formulating an identity for a brand that believes in formulated simplicity.
Overview
Built upon the co-founders’ childhood memories of homemade burgers, this ghost kitchen concept brings families and friends together. Inspired by retro diners and drive-ins, Burger Theory’s brand identity takes you back to when things were simple. The key feature of this brand is the mascot, Herbert the Burger Scientist, resembling classic 50’s cartoon characters to tie into the brand’s nostalgic persona. Herbert is a perfect way to depict the brand’s philosophy of simple yet well-crafted burgers, implicating that well-formulated burgers can be approachable and accessible. Burger Theory provides a comfortable “feels like home” experience with bold colors and quirky brand elements that set itself apart from a franchise-saturated market across multiple platforms and products.
What I did
Brand Strategy, Brand Identity, Illustrations
The Approach
Burger Theory was started by two co-founders in hopes of bringing their family’s homemade burger recipe that symbolizes their childhood to their customers and communities. Considering that the current market is saturated, their biggest concern was not standing out amongst their competitors. With this in mind, I conducted market research to find gaps that can create a unique starting point and brand positioning for Burger Theory.
The Process
My branding process is based on the chart listed below. I aim to incorporate the key phases of Discovery, Definition, Ideation and Implementation in all brand identities that I develop.
Additional Credit:
Copywriter: Morgan Playle