Restaurant Branding

Creating a Smash burger joint branding

Context  As part of their Foodmarket concept, a combinaison of street food restaurants evolving every season, Sodexo, global food services & catering company, contacted me to design their Smash Burger Joint branding. The mood? Accessible, friendly, fast food.

Creation The brand is composed of a handmade lettering combining the texture of meat and an old school script (typical from the 1960s burger joints) and naive illustrations.

Burger joint, Food Market, Branding, Strategy, Art Direction, Restaurant, Logo, Visual Identity, Food Packaging, Illustrations, Lettering.

The Logo System

The goal was to craft a friendly burger joint brand that captures the deliciously-decadent-finger-licking experience of eating a Smash burger: melty cheddar, tender and crispy smashed steak! Yum! The logo features a custom-made lettering that blends the old-school script style, typical of 1960s burger joints, with the texture and flatness of a smashed steak.

Colors & Typography

The color palette is composed of a dynamic, stimulating and joyful fluorescent yellow balanced by a neutral beige, black and white palette.

Illustration & secondary elements

Brand “happy-delicious-burger” Illustration


© 2023 Noémie Pottiez