Our client, a business group with over 10 years of experience and several successful restaurants, was venturing into a new hidden kitchen business model for a responsible burger brand with natural and organic ingredients. However, they lacked a strong brand strategy and visual identity, the reason for their need of positioning themselves in the highly competitive digital delivery market. Due to the nature of the business model, their user experience was limited to digital points such as delivery apps, website, social media, and packaging. Having a solid product and business strategy, our challenge was to deliver a brand strategy and identity that could communicate the value and essence of their product and business group, setting them apart in the market and making them the top choice for online delivery users.

I aimed to create a straightforward brand that captured a forever young vibe in line with our brand strategy and the concept we developed in the early stages, which honored the meaning of the word "Elemental." To get the intended message across, I used typography to denote a simple burger and hand-drew a playful abstraction of it. This formed the basis of a system that differentiated between their only four products. I also created a complementary pattern and established photography guidelines to showcase the chill-out vibes of young friends enjoying themselves at home or on the go. The final product was launched and implemented across all digital touchpoints and packaging.

Throughout the project, I had the privilege of collaborating with a highly skilled and diverse team. The creative director, the copywriter, and the brand strategist were with me from the early stages of the process, participating in brand strategy workshops with the client team to collaboratively define the brand strategy. That same team worked closely from idea to final execution.

As the lead designer, my specific roles for the project included designing the visual identity and creating the photography guidelines that we commissioned for an external photographer and his team. Collaboration with the photographer was crucial to ensure we achieved the desired result. I also worked closely with the UX/UI designer, providing art direction guidance to enhance the user experience. Finally, I designed the brand applications and prepared all the assets for client implementation.