- Branding, Design, Packaging
Square Burgers Co.
Overview
Square Burgers Co. was built for people stuck in the middle.
Not fully sold on junk.
Not fully buying into “clean eating.”
Just looking for something that doesn’t feel like a compromise.
The Ask
Create a fast food brand that doesn’t pick sides, between indulgence and better choices.
The Insight
People didn’t stop eating burgers.
They just started questioning them.
And most brands answered that by going extreme either all-out indulgence or overly “clean.”
There was space in between.
The Idea
Why Not?
A way to question the rules without overexplaining them.
Why can’t fast food feel a bit more balanced?
Why does it have to sit at either end?
Tags:
- Branding, Design and Packaging
The Approach
- Keep the tone straight, a little cheeky
- Avoid anything that feels like advice
- Let the product and design do most of the talking
Identity System
- The Square
A simple cue for balance.
Not loud, but consistent. - Visual Language
Bold enough to catch attention,
simple enough to repeat across everything. - Consistency
Same idea, everywhere, packaging, walls, communication.
No one-offs.
Packaging & Branding
This is where most of the brand shows up.
- Designed to stand out in a stack
- Strong blocks of color for quick recall
- Type that’s readable from a distance
- Graphics that can repeat without getting boring
Works across:
- Delivery
- Takeaway counters
- Social content
Packaging doubles up as brand visibility, not just wrapping.
Outcome
It doesn’t try to convince you of anything.
It just sits there as a better option, and lets you decide.