Gold Hour’s design for Cassell’s Hamburgers takes a nostalgic retro approach. With handpainted sign style typography supported by classic typography across mentions and other touch points, the brand identity takes a person back to a time when hamburgers were made without all the hoopla of today. It harkens back to the craft of making a good burger from grinding the patties by hand to using a broiler instead of flattop grill. Here’s a quick backstory:

Established in 1948, Cassell’s Hamburgers now resides in Los Angeles’s historic Hotel Normandie. The soul of the restaurant stays true to founder Al Cassell’s original principles of being a hamburger shop with a focus on premium beef, ground daily in house. All of their burgers are still cooked on Al Cassell’s famous original crossfire broiler, ground with the original grinder, and pattied with the original press.

The nostalgic feel of the brand reminds me of a great example of what Johnny Rockets could have and should have done. Retro done right by the Gold Hour crew.

Designed by Gold Hour
Hand painted signage by Colt Bowden

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