Simply Burgers is an established and pioneering casual food brand. The owners decided to reposition the brand through communications that reflect its values in a contemporary, fresh and distinct way. We were commissioned to create a visual communication language that would reinforce the brand's values; we also had to find a new voice with which to talk about the truth behind the food at Simply Burgers and the brand's love for it. To drive this change we created the motto "food we love", which we then used as an umbrella concept for a completely new visual aesthetic that expresses the personal, emotional relationship between the brand and its customers. As part of this new visual aesthetic we developed a photography style and a system for typography use that was completely different from the competition at the time.
Photo: Dimitris Poupalos
Food styling: Tina Webb