CLIENT: FUDDRUCKERS
MY ROLE: DESIGNER/ACD
CD: LANCE REED
FIRM: SRG
MY ROLE: DESIGNER/ACD
CD: LANCE REED
FIRM: SRG
Fuddruckers has been serving up customizable burgers with a build-your-own toppings bar for over 40 years. Having minimally evolved over this time, the brand was struggling to stay relevant with an emergence of compelling fast-casual burger chains. As a part of SRG, I had the opportunity to reinvigorate the brand with a new strategic vision and identity refresh. My design shown below was selected for launch in 2019.
The previous Fuddruckers logo had a quirky, vintage vibe, but was dated and overly complex. My solution was to strip the mark down to its most important elements—playful type, the brand's long-standing tagline, and a circle framing device as a subtle nod to a burger patty.
Because the brand is best known for its toppings bar that allows guests to build their own burger, it was important to capture the idea of creativity and self-expression. I designed a system of secondary marks that transformed the simple circle into a series of playful graphic motifs to express the idea of creating whatever you crave and adding variety and excitement to the overall identity system.
After establishing a visual style in the above brand character board, I extended the identity to a series of conceptual applications to be implemented by the Fuddruckers internal design team.
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