Digital illustration Projects in ZwolleDigital illustration Projects in ZwollePats. Smashed Burgers – Brand Identity & Street Food Design
Services: Brand Identity, Packaging Design, Illustration, Menu Design, Vehicle Wrap Design
About the Project
Pats. Smashed Burgers needed a brand identity that hits as hard as their burgers. The goal was to create a bold, unapologetic, and highly recognizable street food brand. Drawing inspiration from retro fast-food culture and modern street aesthetics, I developed a comprehensive visual system that works everywhere—from greasy burger wrappers to a fully wrapped food truck.
The Challenge
The smash burger market is highly competitive. The challenge was to design an identity that cuts through the noise, communicates "no-nonsense authenticity," and feels instantly familiar yet totally unique to the Pats. brand.
The Solution & Design Choices
Logo & Typography: The custom wordmark features chunky, dynamic, and slightly jagged typography, giving it a raw, street-ready energy. Starburst stickers highlighting features like "Double Cheesy" add a playful, retro fast-food touch.
Color Palette: I utilized a striking, high-contrast combination of bold navy blue, vibrant orange, and off-white. This creates a highly visible, appetizing aesthetic that stands out in urban environments.
Character Illustration: To give the brand a friendly face, I designed "The Master Smasher"—a stylized, retro-inspired chef mascot with a prominent mustache, holding a spatula and a signature burger. This character adds personality and approachability.
Packaging Design: The visual identity translates seamlessly into physical touchpoints, including custom-printed burger wrappers, checkered paper takeaway bags, and branded "SLURP." beverage cups.
Menu System: I designed clear, appetizing digital menu boards that highlight their core offerings like "De O.G. Pats", "De Vegan Pats", and "De Spicy Smash" using the brand's signature typography and colors.
Food Truck Wrap: To take the brand on the road, I designed a full exterior wrap for their food truck, utilizing the brand colors, checkerboard elements, and the mascot to serve as a rolling billboard.
Deliverables
Primary Logo & Typography Variations
Custom Mascot Illustration ("The Master Smasher")
Packaging Design (Wrappers, Bags, Cups)
Menu Design & Digital Signage
Food Truck Exterior Design
Graphic Banners & Marketing Assets
