Underdog | Brand Identity Design

Underdog is an Aussie-born, Europe-based burger joint with a bold, street-style attitude. The brand identity needed to capture its unpretentious, fun-loving energy—where juicy, stacked burgers meet a raw, urban aesthetic. Inspired by Keith Haring’s iconic dog, the visual direction blends playful, graffiti-style graphics with a nod to classic fast-food nostalgia. The goal was to create an identity that feels effortless yet instantly recognizable, standing out in a crowded market.

The design approach focused on balancing grit with personality. A hand-drawn logomark channels Haring’s signature movement, giving the brand a sense of dynamism and character. Typography leans bold and punchy, echoing the no-fuss, full-flavour attitude of the food. A colour palette of high-contrast tones and vibrant pops keeps the visuals engaging, while packaging and signage incorporate a mix of street art elements and cheeky messaging. Every touchpoint reinforces the brand’s easygoing, rebellious charm.

The result is an identity that feels alive—playful yet raw, energetic but never overworked. Underdog’s branding doesn’t just sit on a wall or a menu; it moves, interacts, and invites people in. It speaks to those who appreciate great food without the pretension, creating a visual language that matches the experience: bold, unapologetic, and effortlessly cool. From digital assets to in-store graphics, the identity brings Underdog’s spirit to life, ensuring it stands out in the European burger scene.