Our client Bobby Flay came to us with a simple brief, “rebrand Bobby’s Burger Palace for a contemporary audienceâ€. Starting with the name, we pitched a simpler idea, Bobby’s Burgers.
Our design objective was to create a narrative around a new interpretation of classic fast food semiotics reinterpreted for a modern audience. In other words, we wanted to capture a sense of nostalgia for grown ups, whilst engaging a younger audience with a more dynamic interpretation of classic mascot tropes. We were very inspired by classic mid century colors, mascots, and typography born out of the golden era of fast food, wrapped up in more playful and contemporary combinations.
Our emphasis was firmly on making the identity look delicious as well as standing out. Animation and print application was crucial in bringing a sense of modernity to the identity, along with tongue in cheek copywriting. The packaging was designed to be impactful in hand as well as when stacked and sitting on a shelf behind the servers. The identity was also developed to work effectively on merchandise, allowing the brand to start a journey towards becoming more than just a burger joint.
The word marque was hand drawn, along with all illustrative assets. The illustrations were animated using traditional cel animation to preserve the classic look and feel.
