Burger 21 Rebrand

Burger 21 + Brand Architecture

Fast casual for the modern foodie

Burger 21 is a fast-growing casual dining franchise with a unique offering in the ubiquitious burger category: 20 chef-inspired burgers, with a new burger every month. Committed to offering a menu where everyone can find something they love, Burger 21’s menu features beef, chicken, turkey, seafood and veggie burgers alongside traditional fare like fries and hand-spun shakes. The brand began to experience explosive growth in 2015, and approached Brand Architecture to reimagine their brand identity and dining experience to match their elevated burger joint aspirations.

Working with a team of creative directors and designers, we pitched a concept called “The Modern Foodie” that fused elements of the existing dining experience with a modernized and playful visual palette. Everything from the new logo and iconography to the typography and packaging kept the essence of the brand at its core: the number 21.

I developed a custom numeral set to match the burger-inspired 2 created for the logo. The visual design system pairs core elements of the logo system with the playful, bold color palette, illustrations, and a product photography art direction that emphasizes gourmet ingredients and scratch-made menu items in contrast with Burger 21’s fast casual competitors.

Project Credits
Creative + Art Direction: Kara Basabe, Stacy Schrack
Executive Creative Director: Frederic Terral
Design: Kara Basabe
Interior Design: Bethany Bennett
Agency: Brand Architecture
Client: Burger 21

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About
Kara is a creative director and designer living in Richmond, Virginia. You might find her attempting to rollerblade, painting with watercolor, forgetting to water the plants or watching movies.