Brand Design for Burguesía: Gourmet Veggie Burgers

🍔 BRAND DESING | Burguesía – Gourmet Veggie Burgers with Royal Attitude 👑

About the Client: 🥦

Burguesía is not just a veggie burger brand—it’s a noble revolution in your freezer. With a bold blend of handmade production, local ingredients, and visual storytelling soaked in baroque irony, the project demanded a complete identity from scratch: packaging, illustrations, social media, motion reels, and an immersive art direction rooted in aristocratic aesthetic—but with memes.

From the beginning, we aimed to create a narrative universe where each burger is a character in a royal council. Every detail—down to the emoji-laced CTAs and After Effects animations—had to reflect that. The result: a unique voice that resonates across digital and print, with personality as crispy as the medallones themselves.

💥 Once the brand came to life, we activated the next phase: sell without sounding like you’re selling. Humor, design depth, and dopamine visuals do the talking. 🎯

Burguesía was born as a playful conceptual fusion between two mundos: 🧠 La burguesía — that decadent, opulent social class of European history, full of rituals, excesos y protocolos… 🍔 Burgers — that everyday, universal comfort food.

From this collision emerged a noble veggie brand with theatrical flair, where every burger isn't just a product—it's a character. A real character.

The entire worldbuilding draws inspiration from baroque visual language, classic painting, and heraldic forms, filtered through a lens of digital pop irony. It’s a postmodern veggie monarchy, where the brand speaks with elegance, pero no se toma demasiado en serio.

Burguesía is not just a name—it’s a concept and a storytelling strategy. It evokes high standards, but subverts them with a wink. It creates an aspirational world where eating plant-based is no longer solemn or “correct”… it’s fun and visual.

Entire branding created from scratch: naming, logo, illustration system, visual universe, and packaging design.

Aimed to balance visual nobility with meme-culture timing.

Typography, color palette, textures and character design inspired by 18th-century engravings, menus, and stamps.

Used warm chromatics and grainy filters to evoke a “golden age” atmosphere.