Akis Petretzikis — Burger AP

Burger AP is a new street-food restaurant by chef Akis Petretzikis, and the latest chapter in his appetising endeavours. Being huge fans of Akis’ work, we were more than thrilled to be part of this new concept restaurant offering a more eclectic and millennial-oriented take on the classic American burger experience (cue tempura crab burgers, truffle oil corn and sweet potato desserts). We created a custom visual universe by designing an illustration per each hero product. These illustrations formed the basis of every application, including printed menus and signage, spatial graphics, website, packaging and merch.

We decided to go full-on experimental with the website design, and create an online version of the menu that complements the food experience and brings the dishes to life. The website is full of fun animations, illustrations and a playful layout that looks and feels like a social media feed with Burger AP’s recipes. We based the restaurant’s visual identity, signage and packaging on the amplification of all the elements we designed, including the logo, the verbal identity and the custom illustrations. The overall look & feel is in tune with the chef’s age, popularity and personality and therefore pop, urban-casual and friendly. At the same time, it reflects the menu's unique twist and the store's overall comfort feel. Other applications include staff uniforms, retail store signage and merch for Akis Petretzikis' e-shop (which by the way you can visit here).