Chef Bobby Flay’s latest venture is a burger joint influenced by the chef’s travels and culinary expertise. Designed by Pentagram, the identity is notoriously “pentagram” in design: Big typography with semi-obtuse design cues. I think it comes together decently but think this could’ve been done much better. I think the name is pretty lame in general. It’s like they/he attempted to nod to old school naming conventions, but it just fails. The architecture and interior design elements are where the brand shines though.