Challenges:
Standing out in a crowded fast-casual burger market dominated by either casual messy or gourmet classy brands.
Creating a visual identity that communicates both indulgence and modern style without looking cluttered or generic.
Ensuring packaging, menu, and digital assets capture the playful yet confident tone consistently.
Appealing to a young, social media-savvy audience that values Instagrammable experiences.
My Approach:
Conducted brand discovery to define Bunzo’s personality, tone, and audience.
Mapped the competitive landscape to identify gaps and opportunities.
Developed a “messy & classy” creative strategy that bridges indulgent and stylish experiences.
Designed a bold, visual identity system including logo, packaging, menus, and social content guidelines.
Emphasized Instagram-ready visuals, witty copy, and patterns/textures that reinforce brand attitude.
Design Solution:
Logo & Typography: Bold, graphic typefaces with punchy contrast to reflect confidence and playfulness.
Color Palette: Reds, soft pink, and playful yellows to communicate energy, appetite, and fun.
Packaging System: Burger wraps, fry holders, cups, and to-go bags with bold messaging, cheeky one-liners, and patterns inspired by dripping sauce.
Menu & Naming: Fun, pun-friendly names that convey attitude and personality.
Impact:
Strong brand recognition with a clear, differentiated position in the burger market.
Social media-ready visual identity that encourages sharing and community engagement.
A cohesive “messy & classy” experience across digital, in-store, and packaging touchpoints.
Increased appeal to Gen Z and millennial audiences seeking bold, playful dining experiences.
