Design with delicious intent.™

Minimized Vintage

Sometimes a name can be so common it’s borderline brilliant. That’s the case with Classic, a burger joint in Lebanon. Classic offers the classic hamburger in a variety of ways and while in America we’ve got almost enough of that, it’s still a growing food in other areas of the world. What Classic, designed by Wonderight, has accomplished is a place with a vintage feel that isn’t old, uninspired or stale. They opt for a simple black and white palate and use their simple menu to their advantage, creating branding that reminds every potential customer that they serve a quick, easy, painless and completely delicious meal without a lot of pretense. This is a great example of what can happen when you stick to the facts and use your branding to tell your simple story without a lot of embellishments or details.

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Joseph serves as principal and creative director at Vigor, a restaurant and beverage branding and marketing firm, and curator/author/podcaster/host for Grits X Grids.

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