I led the brand strategy and brand design treatment, defining visual systems, typography, colors, and voice guidelines that bring Burbee’s personality to life. The work included creating design elements that feel dynamic, expressive, and unfiltered, aligned with the brand’s casual yet quality-first offer.
I ensured the identity could live confidently across packaging, signage, digital channels, and social content, always keeping the brand’s playful, street-driven attitude front and center.
Burbee Milano is an independent burger bar in Milan with a street-inspired, 80s vibe and strong, quality-driven food offerings. The challenge was to strengthen its visual identity and tone of voice to match the bold personality of the experience, juicy artisanal burgers, customizable offerings including Black Angus, horse meat, and vegan options, and a playful, urban atmosphere, while making the brand feel distinctive and culturally rooted in Milan’s street food scene.
The idea was to amplify Burbee’s raw, unapologetic personality through a visual language and narrative that reflects both its food culture and its city energy. Instead of creating a generic burger aesthetic, the concept leaned into 90s street culture, vibrant visuals, and a tone of voice that feels playful, confident, and irreverent. The identity needed to embody the feeling of grabbing a drink and a burger with friends — bold but familiar, energetic but grounded
