A refined identity and email campaign for a regional specialty restaurant*
Client Background
Burger Theory is a modern, chef-driven burger restaurant built on creativity, flavor, and fun. Founded to challenge the ordinary, Burger Theory transforms the classic burger into a culinary experience—combining fresh, high-quality ingredients with unexpected twists and bold combinations. With a witty, irreverent brand voice and a passion for inventive dining, the restaurant appeals to food lovers seeking something memorable, flavorful, and just a little unconventional.
The Challenge
The challenge for Burger Theory was transforming a fast-growing food truck success into a recognizable regional restaurant brand. As the business expanded to multiple locations, it needed a cohesive marketing strategy to build awareness, drive sales, and define its identity in a competitive market. With limited creative assets and little prior marketing experience, the task was to develop a bold, consistent visual and messaging system that captured Burger Theory’s playful personality while positioning it as a fresh, innovative dining destination.
My Solution
To meet Burger Theory’s growing needs, I developed a comprehensive brand and marketing system grounded in clear messaging pillars: bold, inventive menu offerings, crave-worthy flavor variety, a loyalty-driven rewards program, and the approachable charisma of its local owner-operator. I established a consistent visual style, sourced vibrant, appetite-inducing photography, and crafted a distinct, witty brand voice. Together, these elements elevated Burger Theory’s identity, strengthened recognition, and positioned the restaurant as a standout regional favorite.
Results
- Strengthened brand recognition and consistency across all marketing channels
- Increased customer engagement through a distinctive, witty brand voice and visual system
- Elevated perceived quality and creativity of the Burger Theory dining experience
- Boosted repeat visits through the launch of a successful rewards program
- Improved marketing efficiency with templated, scalable design assets
*Burger Theory is a fictional company created as a branding and marketing exercise.
Living Ink Design 