O!BURGER!
Category
Brand Identity
Year
2024
Client
jojo yao
Industry
Casual Fast Food & Catering
Location
Chengdu
Designer
Aaron Zhao
O!BURGER!凭借谐音趣味强化记忆点，锚定汉堡作为潮流休闲美食的市场定位。汉堡虽经配料与制作工艺不断迭代，内核始终依托和牛肉饼与现烤面包。本次品牌视觉以不规则、富有平面动势的字母为核心设计元素，将食客对汉堡的狂热喜爱转化为交错混搭的排版形式，于无序中构建内在秩序，最终组合成趣味汉堡小怪兽图形，传递轻松洒脱、不受束缚的品牌态度。门店落地成都麓湖CPI临湖点位，坐拥环湖绿植自然环境；包装采用可回收纸浆、牛皮纸等环保材质，把低碳节约的可持续理念植入视觉体系，沉淀为品牌核心基因。
O!BURGER! gains strong memorability through phonetic wordplay and positions itself as a trendy casual burger brand. Despite evolving formulas and production techniques, the core of a classic burger remains wagyu beef patty and freshly baked buns. The brand identity adopts irregular, dynamic letters as the main visual element. Arranged in a seemingly chaotic yet internally logical layout inspired by customers’ passion for burgers, the typography forms a playful burger monster graphic, conveying a laid-back and unrestrained brand temperament. The physical store is located by the lake at Luxlake CPI in Chengdu, surrounded by abundant vegetation. Packaging uses recyclable pulp and kraft paper, embedding low-carbon and eco-friendly sustainability into the brand’s core DNA.