Better Burger Identity

Better Burger has been created because they reckon other fast food burgers are shit! The clients strategy was to create a better burger (not the 'best' burgers - but better than the lowest common denominator - i.e. Macca's). The idea was to be in your face, not shy away (which took some convincing of the client). We landed on a name that said exactly who they are and what they do. Better Burger. The promise, the delivery, and the experience (at least that was the hope).

Taking the Better Burger ethos of making things fresh from scratch we applied it to their look and feel. Nothing to hide. The hand drawn type and illustrations tell the simple story – the journey of ingredients from farm to plate - reinforcing the philosophy of making things better by hand. We loved the simple energy of Jean Michel Basquiat's drawings and went on the hunt for an illustrator that had a similar style. It turned out that architect Nat Cheshire was working with Britomart Hospitality on this project and was the man for the job.

Better Burger takes fast food chains on at their own game by offering better burgers for the same price. The look was carried into to all of their environmental graphics to create signage that is simple, fresh, and still communicates the brand promise. The result was an easily identifiable brand that promises, and delivers a simple, better burger.