Bad Bun is a burger joint with a rebellious streak. Not your average takeaway — it's the place you go before the party, after the party, and sometimes instead of the party. The ask was to create a brand that felt bold, unapologetic and made to be seen. Something playful and confident, with just enough chaos to feel authentic. The kind of branding people instantly recognise — and want to be part of.

The approach: I came at it from the culture first. Bad Bun isn't just food — it's a mood, a crowd, a late-night energy. So the brand had to live beyond the logo. I developed a full visual world built around that personality: a tone of voice that's got attitude without trying too hard, a visual system that's deliberately a little unruly, and a character-driven illustration language that shows up consistently across every surface. The packaging talks back. The menu reads like a playlist. The merch is something people actually want to wear. Every touchpoint was designed to feel like it belongs to a place worth talking about.

Deliverables: Brand strategy · Visual identity · Tone of voice · Packaging design · Menu design · Merch · Environmental graphics

Obsessed. I'd eat there every day with graphics like that 🙌

Hi everyone, hope you’re doing well 😊 I’d love to share a design exploration I’ve been working on for Icenix exploring a visual direction that feels futuristic, clean, and cool to represent AI cooling.

If you’d like to see the full project, feel free to check it out on my Dribbble: https://dribbble.com/shots/27220582-Icenix-Futuristic-AI-Cooling-Brand-Identity

Thank you for your support 🙏