Fresh cuts, fresh edge, new fuel

When BurgerFuel, approached us for a brand tune up, we saw an opportunity to work closely with them to both honour the past and inject new energy into a changing market.

As long-time fans, we understood the delicate balance required: evolve the brand’s voice and vibe without losing the rebellious spirit and ingredient obsession that has made BurgerFuel the icon it is today.

New Fuel, New Call.

After more than 30 years on the grill, BurgerFuel stands unrivalled amongst a constantly shifting landscape of competitors. We needed to help deliver a fresh edge for the next 30. BurgerFuel has always been different. A spirit of rebellion, a sense of defiance against an ordinary and uninspired approach to burgers and fast food.

One of the things we were confronting this time was the changing mood of the people and culture, the shifting of taste and tastes. We needed to make sure any vibe change – simplifying and premiumising - still matched the energy of the burgers themselves, bold, unapologetic – supercharged modern muscle. With new store executions and websites on the horizon - the refresh couldn’t have come at a more important time for the brand

The result is a look and feel grounded by its roots of Fuelling customers lives with good food and fresh energy. We crafted imagery, re-tooled and reconditioned the design system to complement BurgerFuel’s original obsession - an unrivalled commitment to engineering the ultimate burger.

The meticulously updated core brand and mark is confident, visionary, and true to its Aotearoa origins, helping BurgerFuel retool and represent at the forefront of the burger luxe movement it originated back in 1995.

Direction
Design
Global Identity
Tone of Voice
Videography
Photography