Burger Journey Branding

The Burger Journey Brand Story

During the brand discovery we discussed targets customers and how Carl was going to reach them. We also discussed where he wanted to take the business and what type of ‘vibe’ he wanted it to have.

As ever, uncovering the customer persona is the key to developing a strong visual identity.

The Burger Journey customer is called Jake, he’s 24, he studied Digital Marketing and now works at a web agency in the heart of Brighton. Jake mainly uses Instagram and WhatsApp to communicate with friends and he has a fiancé with whom he enjoys date nights and exploring the local burger scene in and around Brighton and Hove. He enjoys craft beers and he has a pretty awesome beard!

In this logo I wanted to try to avoid having an icon of a burger. It’s been done so many times. Forgive the pun but it’s a bit cheesy!

In  the discovery call we discussed a possible future direction of the company being a surf-side burger shack. With this vibe in mind I wanted something abstract, cool and something which was related to ‘journey’ as much as ‘burger’. I looked at local brands which we considered to have the cool factor such as Wittering Surf and Gnarly Tree as well as other local foodie places and we settled on a bold, thick line, icon of a sunset, waves and a road which stacked up to make an abstract burger. Sweeeet!

The final identity has a few parts. The icon which oozes cool and the wordmark which uses DIN Condensed and Helvetica; two powerhouses of the typeface world!

The colour is taken directly from an image of a surfer which we found and liked as we developed style-scapes.

This is such a fun project to be involved in, not least because it is for a cool company with big ideas, but because it is for my best buddy!

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