Located in Palermo, Buenos Aires, this burger bar concept showcases an industrial design approach that’s fresh and intriguing. Mixing grid patterns, jagged color bars, and highly ordered layouts, the identity feels inspired by vintage hardware products. This creates a direct correlation to the Williamsburg Bridge, located in New York City. (It’s not clear if this was the intent.)
The name of the brand would be rather boring had it exited in the Northeast United States, but because this is in Argentina, the brand carries some uniqueness as it establishes a sense of place outside of where it’s located. The identity is welcomed change of pace from the lofi design aesthetics that seem to have swept the restaurant branding world. It’s fresh and unique creating a reason to pay more attention.
What’s even more powerful about this brand identity design is how the visual language expands with each touchpoint. No two touchpoints look the same, but they all look related, creating a beautiful brand suite.