The starting point is a Canadian mono-restaurant from Toronto which specializes in delivering premium quality burgers around the city. However, the company does not simply make burgers. It has transformed the art of “making burgers” into a separate discipline and aims to set a new level in the industry. The company conducts research and development, working out the smallest details and using unusual and innovative ingredients.
The challenge is to capture a glimpse of the company’s focus on burgers and help the audience retain this distinctive feature of the restaurant in their memory.
Burgonomy is a universe of burgers. The concept conveys the company’s focus on burgers. “Burgonomy” on one hand denotes the name of the universe, while on the other hand drawing attention to the specialization of the company.
Visually, the idea of the universe is expressed with a symbol that is associated with both a burger and a planet. The symbol is integrated into the logo and into patterns used in the design of packaging and other company materials.
As it was important to convey both the idea of the universe and of burgers, the patterns have been implemented on dark and light backgrounds. The dark background enhances the association with outer space while the light one, together with the textures of the ingredients, is associated with food. In addition to its associations with meat, the red color can also be perceived as a reference to the cultural context of Canada.
- Market research
- Core messages
- Visual character
- System structure
- System elements
- Package concepts
- Style guides