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Free to enjoy the simple, good things in life

[Case Study] Developing the HipBurger brand from strategy through identity.

Daniel Knowlton stands triumphant in front of the flagship foodtruck for HipBurger.

A full suite of photography and details available on the Vigor website »

The better burger boom was well on its way to reaching a boiling point, but while every strived for the most “chef-driven” approach, the bliss that comes from a damn-good burger seemed to get lost. What happened to the simple goodness of a great burger? Why weren’t we free to enjoy that no-nonsense perfection? Luckily an enterprising team of restaurateurs got hip to the need and thus was born a new burger brand.

Defining a “hip” brand personality

HipBurger’s dedication was to bring simple, good moments to the world. Whether it be through their fantastic burgers and chicken sandwiches, or through their pleasantly simple style and attitude, the experience was designed to be a welcomed break from the over-crafted chef-driven burger experience. Their promise: a simply delicious burger.

To communicate the brand’s foundations, we zeroed in on three personality traits that would drive the entire identity. Pop, simple, and upbeat created a cumulative attitude that would set HipBurger apart from visuals to experiential.

HipBurger’s brand identity was a modern, simple mark type combination that visually communicated the brand’s core products.

Designing a hip identity

Leveraging the personality traits and the motivating belief that people wanted a simple, delicious experience, we set to developing the brand’s identity through core visual elements through food truck design and a full suite of menus and packaging.

Our approach was heavily influenced by pop art that reveled in simple geometric shapes, and confidently stark typography. Mixed with a warm and inviting color palette, the HipBurger brand took hold and delivered on the simple, upbeat, and pop personality.

Launching the brand into a hip future

HipBurger launched its food truck in Greenville, South Carolina in 2019. Taking their brand of simple food made delicious to the streets. Their goal is to build momentum and foray into a bricks-and-mortar multi-unit within the next couple of years. Plans and designs are already underway.

A full suite of food packaging was designed to build upon the foundations of the HipBurger brand and aesthetic.

A full suite of photography and details available on the Vigor website »



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