DELICIOUS MEAT CANDY

Replace was asked to create a celebratory and immersive brand system to bring the Smashburger story to life in a robust and powerful way. Smashburger was using a variety of logos in their system, so our goal was to create one mark to represent the brand as it expanded nationally. The system we came up with uses elegant and modern iconography, illustration, and typography. The modern, line illustration icon system was inspired by American neon signage, western metal bending, cattle branding, and ancient visual languages. The icons were also designed in a style that conveys dynamic motion and movement. The visual system captures the lore behind the brand, including the culinary traditions and techniques from around the world and the thoughtful curation of high quality and great tasting ingredients We also wanted to emphasize Regional Burgers, which are special recipes designed to represent the flavor profiles of specific geographic regions.