D'Ouro Burger
Visual identity built from scratch for a craft burger joint.
Context
A craft burger joint in Padre Viegas, Brazil, building its brand from zero. It is a market where everyone's product looks identical in a photo: brioche bun, juicy patty, warm light. What sets you apart is the brand around the burger.
Challenge
The identity had to work on three surfaces that almost never agree.
On Instagram it competes with dozens of identical photos and has half a second to be recognised on a small screen. On packaging it gets printed on cheap paper, often in a single colour, with no gradient and no fine detail. On the storefront it has to be legible from across the street. A beautiful brand that only works on one of those three is a brand the owner cannot use.
Solution
I designed with deliberate constraints: short palette, high contrast, a symbol that survives becoming a round avatar and a one-colour stamp on greaseproof paper. I tested the worst conditions before the best ones. If it survives greaseproof paper, it survives anything.
The typography was chosen with the menu in mind, where one family has to handle burger names, descriptions and prices without turning to soup. Today the owner applies it himself, day to day, without calling me.
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