Better Burger
Branding
Better Burger is a concept brand identity created as a self-initiated spec project in 2025 to explore positioning within the health-conscious fast-casual dining space. The concept imagined a burger restaurant that differentiates itself through quality ingredients—non-GMO, 100% all-natural beef, vegan options, guilt-free, certified organic, never frozen, always fresh, and no artificial flavors. As a freelance portfolio piece through StudioColey, the challenge was creating a complete brand identity that would communicate both quality food credentials and approachable fun—appealing to health-minded consumers without feeling preachy or overly serious.
Client:
Better Burger
Role:
Graphic Designer
Year:
2025
Challenge
The fast-casual burger market is saturated with brands either leaning heavily into indulgence (greasy, guilty pleasure messaging) or wellness (sterile, clinical positioning). Better Burger needed to carve out a middle ground—celebrating quality ingredients and transparency while maintaining the joy and comfort associated with burger culture. The challenge was creating a brand that felt modern, energetic, and trustworthy without losing personality or becoming forgettable. Additionally, the visual identity needed to work across extensive touchpoints—from restaurant environments to packaging to merchandise—requiring a flexible, scalable system.
Objective
The goal was to develop a complete concept brand identity that demonstrated strategic thinking and comprehensive execution. This included creating a bold, memorable logo system with primary wordmark, logomark (BB monogram), and secondary horizontal lockup incorporating custom illustrated food icons, developing a vibrant color palette (red, yellow, black, cream) that felt energetic yet sophisticated, designing custom iconography representing ingredients and menu items for pattern flexibility, and creating extensive mockups showcasing environmental graphics, packaging (bags, boxes, wrappers), merchandise (aprons), condiments (Better Sauce, Better Fries, Better Ice Cream), and restaurant interiors. The brand needed to demonstrate how a complete visual system translates across all customer touchpoints.
Results
The Better Burger concept successfully demonstrated the ability to create a distinctive, ownable brand identity in a competitive category. The playful illustrated icons and bold color palette communicate freshness and quality while maintaining personality and approachability. The comprehensive mockups showcase strategic brand thinking—how visual identity translates from logo through every customer interaction point. This self-initiated project demonstrates conceptual thinking, brand strategy, and the ability to execute complete visual systems independently—valuable skills for any design role requiring both creative vision and systematic execution.
