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SOMETHING BURGER

CASE STUDY

RESTAURANT

What is the name of that burger joint again? Something...burger...hummm

CHALLENGE

In this 21st century food culture, present a modern restaurant that gives customers what they want (a great burger) without making them feel the negative stigma surrounding the current mass meat marketplace. Focusing that idea around millennials.

OUTCOME

The creation of a 21st century burger establishment that derives its essence from the idea of being a millennial based restaurant. Something Burger is there to show that consumerism is not what people want; and that just because you want something, doesn’t mean you are going to get it. The inception of scarcity for burgers.

SCOPE OF PROJECT

​​Identity/Logo Design

Messaging

Strategy

Marketing One-Liner

Tagline/Slogan

Mission Statement

Packaging

Product Naming

Company Naming

Project Goals

1 |

Increase awareness by growing social media following by 15% in 3 months.

2 |

Build their list to 10k email subscribers in 3 months

3 |

Increase speaking engagements for CEO about Mass Meat (land 2 this year)

4 |

Make Scarcity of products well known in brand, clarity of stance.

Strategy

The approach taken for Something Burger was to figure out a niche market or philosophy that most burger joints wouldn’t dare try; the art of scarcity. Yes, limiting the amount of products sold in a day, and yes that means limiting the amount of revenue that can be generated in a single day as well. By creating scarcity around your product though, you take away “freedom of choice” from the consumer. This may sound shocking but if a business’ product or service is good enough, which we think Something Burger’s is, then folks will line up to get a taste of something some can only hope for. This is (for lack of a better term) killing two birds with one stone, using less meat and also driving up desire for one’s product.

Brand Adjectives

CLIENT CHOSEN LOOK & FEEL 

CLEAN
MODERN
SIMPLE
FLEXIBLE
CLEAR

Look & Feel

The visual identity of Something Burger is made to be modular by design in a way to help with easy replication across any medium. The simplistic representation of the burger logo is easily identifiable yet not overly simplified to the point it could be confused with anything else. The color palette was chosen by first wanting a color that would be very prominent and bold, being orange, and then choosing the complimentary color for said orange, being blue. A darker navy was picked for its differentiation from the orange in a monochromatic, black and white print or layout. The typeface Gotham was chosen. Gotham is that rarest of designs, the new typeface that feels somehow familiar. From the lettering that inspired it, Gotham seems to just be what letters should look like to many. 

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890

!@#$%^&*()?

Pantone 172

Pantone 280

GOTHAM

Brand Archetype

We always say we want information but we don’t experience the world through information. We experience the world through story and feeling. Archetypes are eternal truths that help us navigate through life more easily. The concept of an archetype appears in areas relating to behavior, historical psychological theory, and literary analysis. Archetypes are instantly recognizable. They are shorthand to get to the truth of a brand.

THE REBEL

BRAND EXPERIENCE

COUNTER-CULTURE,

CHALLENGING THE STATUS QUO

BRAND

VOICE

NO FEAR OF REPRIMAND

BRAND

CULTURE

LIBERATING, EXCITING, REBELLIOUS

BRAND STORY

Hero

Villain

Guide

Failure

Success

Meat eater who wants a great burger without the newly imposed guilt on them by the forthcoming statistics about mass cattle farming. Also maybe their vegan/vegetarian friends are not biting their head off.

The mass production of beef and chicken that is all too readily available on a daily basis in the USA.

Something Burger, a burger joint who prides itself on showing that a burger is not a commodity. A burger is a delicacy.

Finding oneself in an ethical dilemma based on the consumption of meat and the helping to either further mass meats or ceasing altogether to enjoy something you find so enjoyable.

Eating a delectable burger “the King of the sandwiches” and being able to sleep at night knowing you made the right choice in the way of eating meat correctly.

McDonald’s alone buys more than one billion pounds of beef per year, showing that meat is treated like nothing more than a commodity. Something Burger is here to drive down the mass meat market by focusing on quality, not quantity. Giving our customers peace of mind about not helping mass cattle farming.

Brand Attributes

RESULTING ROADMAP

UNCONVE-
NTIONAL
EXCITING
NEW
RARITY
QUALITY

Mission Statement

The mission of Something Burger is to be a restaurant that gives customers what they want without making them feel the negative stigma surrounding the current mass meat marketplace. Focusing that idea around millennials, our 21st century burger establishment is here to show that consumerism is not what people want, it is just what we’ve been given. Making tomorrow a bright future full of conscious consumers.

Quality. Not Quantity.

Contact Us Today.

Indianapolis, Indiana

ian@davisparker.design  |  Tel: 812.841.7679

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