California has In-N-Out, Finland has Hesburger, and now New Zealand has Better Burger. While chains like McDonald’s and Burger King certainly dominate a lot of the fast food market, regional chains that use fresh, local ingredients appeal to a large audience as well. Those prime ingredients certainly make a better tasting burger, so 485 Design created the design for Better Burger, a name that not only makes the promise, but also delivers it.
The challenge with this particular brand is clearly communicating the superior ingredients used while still having a clear fast food presentation. The black and white hand-drawn images on the paper and cups look like graffiti, giving the brand a raw, edgy attitude. At the same time, the illustrations communicate valuable information about the burgers to the consumers. The ketchup-colored Better Burger logo stands out against the black and white design. It’s fast food created for those who care more about what goes into the food they eat.
“We wanted the artwork and packaging to compliment the brand marque by illustrating the journey of the simple, fresh ingredients, and the enjoyment of the product. The detail and variation of the illustration allows us to create unique items every time we apply the brand. This also allows customers to interact with the packaging whilst they are experiencing Better Burger. Every time you look at the detail you will see something fresh, whilst eating something fresh.”
