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Our main challenge was to create a visual identity for a new smash burger in Brasilia – Brazil, that would differentiate itself from the rest. The smash burger is a type of burger slightly smaller and pressed directly on the cast-iron griddle. They are smaller and more flattened. Also, we needed to create an identity for packaging, with special attention to budget limitations.

We explored the 1950s as a significant inspiration for the aesthetics. The main obstacle was to avoid the cliché of the golden years and to create a timeless and democratic brand with unique, simple, and more accessible packaging. We also rescued the classic checkered pattern from this decade.

The brand's most significant point of contact with the customer is delivery. To stand out against local competitors - who mostly use shades of yellow and red as their main colors - we tried to follow a different path, using a color palette inspired by one of the most classic icons of the '50s, the Fender Stratocaster Surf Green guitar.

For the lettering, which was hand-drawn exclusively for the brand, we played with the letter's perspective to refer to the depth of the layers of the smash burger. The shading used in the brand comes from sign painting, a technique used in the 1950s to painting traditional facades, which is used very often in burger restaurants at that time.