Spam Burger

To create a unique and quirky brand identity for Spam Burger restaurant, leveraging a collaboration with the iconic anime Evangelion. The goal was to develop a visual and strategic concept that captures the essence of both brands and engages a diverse, multicultural audience.

For this project, I sought to merge the cultural significance of Spam, a popular food item, with the philosophical and psychological themes of Evangelion, a renowned anime series. The goal was to create a brand experience that celebrates the nostalgic and unique flavours of Spam while incorporating the deep and meaningful imagery of Evangelion.

The project began with an initial focus on Korean culture, but soon expanded to include a more global perspective. Extensive research was conducted on both Spam and Evangelion to ensure the collaboration would resonate with fans of both. Key insights included understanding Spam’s popularity in Korea and Australia, Evangelion’s impact on anime culture, and the target audience’s appreciation for nostalgia, bold flavours, and unique dining experiences. The visual aesthetics aimed to balance the vibrant design of Spam Burger with the profound themes of Evangelion.

A bold colour palette and modern typography were chosen to reflect the dynamic nature of the brand. Visual mockups featured custom menus and packaging with Evangelion-themed designs.

A key component of the project was a mini-trailer designed to showcase the collaboration. The trailer included short, impactful clips from Evangelion, integrated with Spam Burger branding. The trailer was shared on Instagram with a caption that emphasised the project’s passion-driven nature and acknowledged the original creators of Evangelion.