Road Smash Burger — Food & beverage

Problem

Smash burger is on every corner. The product was good; the sign said nothing.

Strategy

The smash burger category filled up in a few years, and nearly everyone reached for the same codes: black grounds, neon, English “authentic” lines. Instead of matching the category we started from the location — this is not a restaurant, it is a stop on the road. The brand was built on that: a heavy logotype that reads from distance, a script that gives character up close, burgundy and cream. It moved the fight from “whose burger is better” to “the place you remember on the way”.

Outcome

Logotype, packaging family, sauce labels, signage and store surfaces — all under one set of rules.