Melt Smashed Burgers
A complete identity for a Brussels smashed-burger brand: electric red, lowercase, streetwear attitude.
Melt is a smashed-burger brand built on scarcity. The brief wasn't restaurant identity. It was cult object: something that behaves like a streetwear drop, runs as a pop-up, and makes the fear of missing out feel designed rather than desperate.
The entire system runs on one colour. Electric red, a heavy lowercase logotype with a deliberately cut "t", and copy that reads like a group chat: misspelled, undercapitalised, and fluent in Brussels street-level bilingualism.
The identity extends from fly-poster OOH and a lit storefront lightbox to foil-wrapped packaging, screen-printed merch, and a mobile ordering app: the same red-and-black grid at every touchpoint, from the poster on the street to the screen in your hand.
Five short motion pieces (looping, muted, made for social and in-store) animate the logotype and the pop-up announcements. Loud but tightly controlled: a small menu, one colour, and a tone of voice that makes catching the next drop feel like the point.
"Catch us while you can" isn't a tagline. It's the business model.


























