Free to enjoy simple, good things

Hipburger QSR burger branding

The better burger boom was well on its way to reaching a boiling point, but while every strived for the most “chef-driven” approach, the bliss that comes from a damn-good burger seemed to get lost. What happened to the simple goodness of a great burger? Why weren’t we free to enjoy that no-nonsense perfection? Luckily an enterprising team of restaurateurs got hip to the need and thus was born a new burger brand.


Greenville, SC

Year Completed


Team Size

Vigor 4 / Client 2


Brand Strategy, Concept Development, Brand Architecture, Identity Design, Menu Systems, Uniforming, Wayfinding/Signage, Packaging
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Identifying a hip personality

HipBurger’s dedication was to bring simple, good moments to the world. Whether it be through their fantastic burgers and chicken sandwiches, or through their pleasantly simple style and attitude, the experience was designed to be a welcomed break from the over-crafted chef-driven burger experience. Their promise: a simply delicious burger.

To communicate the brand’s foundations, we zeroed in on three personality traits that would drive the entire identity. Pop, simple, and upbeat created a cumulative attitude that would set HipBurger apart from visuals to experiential.

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HipBurger restaurant branding foodtruck design
HipBurger restaurant branding foodtruck design

Designing hip visuals

Leveraging the personality traits and the motivating belief that people wanted a simple, delicious experience, we set to developing the brand’s identity through core visual elements through food truck design and a full suite of menus and packaging. 

Our approach was heavily influenced by pop art that reveled in simple geometric shapes, and confidently stark typography. Mixed with a warm and inviting color palette, the HipBurger brand took hold and delivered on the simple, upbeat, and pop personality.

HipBurger burger food truck branding and package design
HipBurger burger food truck branding and package design
HipBurger burger food truck branding and package design

Launching the brand into a hip future

HipBurger launched its food truck in Greenville, South Carolina in 2019. Taking their brand of simple food made delicious to the streets. Their goal is to build momentum and foray into a bricks-and-mortar multi-unit within the next couple of years. Plans and designs are already underway.

HipBurger restaurant branding foodtruck uniform design
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