TOB

The Ordinary Burger project is based on developing branding for a fictional chain of burger restaurants. A brand based on the following claim:

"A place to enjoy a good burger, have a great time with friends without worrying about breaking the bank or having to reserve days in advance. The Ordinary Burger is for you. A perfect atmosphere for those who simply enjoy the moment.”

Differentiation

In a market saturated with multiple options, The Ordinary Burger seeks to find its place by offering high quality without extravagance. Approaching the more foodie brands in its quality, but simplifying its presentation to be more affordable and approachable.

Objectives

With a broad target audience, it aims to primarily target both millennials and Generation Z. To achieve this, the goal is to convey a modern and elevated image, while not forgetting closeness and simplicity, key elements in the company's identity.

The logo, although with a strong presence, seeks to convey the welcoming spirit of the company and the simplicity of its proposal. To achieve this, a bold sans serif typeface has been modified, including small curved details that elevate it and transmit greater friendliness and dynamism. All of this is accompanied by an isotype that simply represents the buns of a hamburger, referring to the star product.

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Primary logo

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Logo mark

The use of color is the main differentiating tool compared to other chains. By opting for dark blue tones as the main colors, we achieve a reliable appearance, which in contrast with a somewhat grayish tone of white generates the feeling of lightness and simplicity that we are looking for. All of this contrasts with more traditional colors in the sector that will be used as accents if necessary.

Continuing with the same line based on simplicity and closeness, the fonts chosen for this brand were Bukra Bold for titles, together with Questrial for subtitles and texts.

In the practical application of the brand image, we must respect the ideas defined previously, which is why white spaces and images will gain great relevance, standing out for their warmth and showing the product in a very appetizing way.