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.






October 2019


3 Month


  • Market research
  • Core messages
  • Visual character
  • System structure
  • System elements
  • Package concepts
  • Style guides