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Every great story starts with an opening. A book. A door. A cut.
This is CapCut reimagined as a cultural institution — a living archive where the wordmark is a library you can scan, every letter a world waiting to be opened.
Direction A: CapCut as a Cultural Institution.
Documentation of the creative process
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CapCut Smash House: Burgers Worth Talking About
Main Direction Tag
Direction A: CapCut as a Different Industry
Concept Statement
CapCut Smash House reimagines CapCut as a modern smash burger restaurant built around bold flavors, playful branding, and memorable food experiences.
The concept transforms CapCut from a creative platform into a fast-growing food and beverage brand where every burger is crafted to be shared, talked about, and remembered. The goal was to create a complete burger brand that feels authentic, energetic, and culturally relevant while maintaining the bold and approachable spirit associated with CapCut.
The visual identity combines custom typography, vibrant colors, playful illustrations, premium packaging, and modern advertising to create a brand that feels fresh, youthful, and highly recognizable. Every touchpoint, from the logo and packaging to posters and merchandise, supports the idea of serving "Burgers Worth Talking About."
The final project includes a complete brand identity system featuring logo design, packaging concepts, advertising campaigns, restaurant applications, merchandise, and branded mockups that bring the CapCut Smash House world to life.
Project Information
Creator: Fatima Farrukh
Work Title: CapCut Smash House: Burgers Worth Talking About
Main Direction: Direction A, CapCut as a Different Industry
Contact: fatimafarrukh.develovy@gmail.com
Hi, fatima how do you get the free uses I haven't get anything
A brand system built around ideas needed images that could hold abstract thinking without turning literal. So I went looking for dreamlike spaces: small worlds a concept could live inside, recognisable as a family but never quite repeating.
Reve made the exploring genuinely fun, and most of the work was in the nipping and tucking, chasing the small details until everything clicked.
Love this!
Just dropped the full case study for Rogue Meridian on Contra.
A brand built around one idea: the line that doesn't follow the map.
The mark diagrams the philosophy — solid entry, dashed deviation, arrow exit. Every touchpoint followed the same logic. Hang tag to billboard. Wrist label to website. 20+ mockups, one system.
Amazing!
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