Project_HollyChips – Brand Project Studio

Holly Chips!

“By focusing on crafting unique and visually stunning burgers that appeal not only to taste but also to the eyes, “Nice to Meat You” has made great strides in redefining burger culture and bringing people together.”

“We the people, in search of the perfect burger…” With these words, “Nice to Meat You” set forth a bold aspiration: the idea that culinary innovation could lead to love at first look.

The road between then and now has been fraught with challenges and culinary revolutions. But looking at today’s fast-food landscape of mass production and generic flavors, most would agree that the quest for the perfect burger remains unfulfilled.

Overview:

Since its inception in 2015, “Nice to Meat You” has been tirelessly working to change this. Founded by visionary chef and restaurateur Alice Smith, the brand embodies and expands the idea of “love at first look,” taking a radical approach to redefining the burger experience.

The Challenge:

Despite their culinary successes—or perhaps because of them— “Nice to Meat You” had been viewed as just another burger joint, lost in the crowded fast-food market. They were ready to develop a more cohesive and elevated brand story that could help them stand out, appeal to a broader audience, and reinvent the way people think about burgers. “Nice to Meat You” approached Pentagram to help craft that story, clarify their strategic goals, and redefine their visual identity to capture a broader burger-loving audience.

The Solution:

I recognized the need to shift our focus from merely serving delicious burgers to creating a romantic burger experience. Working closely with my team, I developed a new language around our mission and values, emphasizing “Burgers with Love Stories,” where every burger becomes a culinary love story.

To visually convey this romantic theme, I created a unique monogram and wordmark featuring vintage-inspired characters. The color palette I chose includes soft blues, pinks, reds, and whites to evoke a sense of nostalgia and romance.

For our typography, I opted for a romantic serif typeface, adding an air of sophistication to all our brand communications. Additionally, I introduced vintage-inspired icons and characters throughout our brand identity to enhance the overall romantic atmosphere.

With this redefined brand identity, “Nice to Meat You” is now poised to capture the hearts and taste buds of burger enthusiasts, bringing people together over my shared love for romantic, visually stunning burgers, one love story burger at a time.