New identity. Classic feel.

Identity and brand development The café and restaurant industry is saturated with brands chasing the latest trends—minimalist logos, neutral palettes, and clean sans-serifs. But for this concept brand, I wanted to go in the opposite direction. Monster Burger was born from a desire to create something that felt like it had always been there. Instead of chasing relevance, it leans into permanence. The goal was to build a fictional burger joint that felt iconic—like a neighbourhood fixture that's never changed its signage, or its wrappers, and never needed to. The identity is bold, and honest. The typography nods to old-school Americana, and the colour palette of greasy orange, off-white and brown roots the brand in a fast food era long before digital QR code menus. Every brand element, was designed to feel like it belonged to a brand with history, not a startup chasing relevance.