Modern Burger
BRANDING • PRINT • CONTENT STRATEGY
Project
Amidst the overwhelming saturation of restaurants in the area, M. Scott Media was entrusted with the challenge of crafting a distinctive brand identity and personality for Modern Burger that would set it apart from the competition. The task was not just about creating a brand; it was about defining what makes Modern Burger truly unique in a crowded market. Our approach focused on highlighting the qualities that differentiate Modern Burger from its rivals, whether it be the quality of the ingredients, the innovative menu, or the exceptional customer experience. By developing a fresh, bold brand personality, we aimed to make Modern Burger not just another option, but the preferred choice for discerning diners. Through strategic messaging and creative design, we positioned Modern Burger as a standout destination, ensuring it resonates with customers and rises above the noise of a competitive culinary landscape.
Objective
Develop a brand and messaging strategy that sparks excitement and curiosity among customers eager to explore a new burger spot in their neighborhood. The goal is to create a compelling brand identity that captures the essence of Modern Burger, making it an irresistible choice for both burger enthusiasts and casual diners alike. This would be achieved through a cohesive visual and verbal narrative, extending across all brand elements, including print collateral such as menus, flyers, and promotional materials.
By highlighting what sets Modern Burger apart—be it its gourmet ingredients, unique flavor combinations, or inviting atmosphere—the brand message would convey a sense of discovery and delight. Each piece of collateral would be designed to not only inform but to engage potential customers, drawing them in with bold, mouth-watering visuals and enticing descriptions. The overall branding would ensure that Modern Burger stands out in the local dining scene, turning first-time visitors into loyal fans who are excited to spread the word about their new favorite burger spot.
Execution
To differentiate itself from the competition, a meticulously detailed and illustrative symbol of a burger with each layer falling perfectly into place was crafted. This design captures the essence of Modern Burger in a single, visually striking image that immediately communicates the quality and care put into every burger. Each component—from the fresh lettuce and juicy patty to the perfectly toasted bun—was designed with precision, creating a mouth-watering representation that appeals to the senses.
What makes this symbol truly unique is its versatility. The individual layers can be separated and rearranged to form patterns, offering endless possibilities for branding applications. Whether used as a repeating pattern on packaging, as standalone icons on menus, or integrated into promotional materials, this design approach allows the brand to maintain a consistent visual identity that is both simple and eye-catching. This innovative use of the burger’s layers not only reinforces the brand’s focus on quality and detail but also ensures that Modern Burger stands out in a crowded market, making a lasting impression on customers.
