Melt Smashed Burgers

A complete identity for a Brussels smashed-burger brand: electric red, lowercase, streetwear attitude.

Brand Identity Creative Direction Motion Graphics Food & Drink

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.

Melt Smashed Burgers, featured — Foil-wrapped and stamped: the burger as packaged object, shot on the brand's signature red.

Pop-up motion piece, looping social spot

Brand Identity

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.

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The system applied: screen-printed merch, out-of-home, the tablet web mockup, a branded tote, and the mobile ordering app, all carried on the single electric red. Drag, or tap a slide to open the gallery.

Identity in motion: logotype and burger animation

"Catch us while you can" isn't a tagline. It's the business model.

Melt is a smashed-burger operation built around scarcity and noise. The brief was less restaurant, more cult object: a brand that behaves like a streetwear drop, runs as a pop-up, and trades on the fear of missing out. "Catch us while you can" isn't a tagline so much as the entire business model, and the identity had to make that urgency feel designed rather than desperate.

The system is anchored to a single, uncompromising electric red and a heavy lowercase "melt" logotype with a deliberately cut, hooked "t", a wordmark that reads as confident and slightly broken at the same time. A second, rounded display face handles the playful registers ("menu," the dripping signage cuts), so the brand can swing between aggressive and warm without losing itself. Off-white and dense black hold everything together; the red does the shouting.

Voice is doing as much work as colour. Headlines run lowercase and clipped, "grab a seat before you melt," "catch us while you can," "smashed boorgirs," "open today, 2pm–9pm," deliberately misspelled and undercapitalised to read like a group chat rather than a menu board. The copy is bilingual to its Brussels home (BXL, street addresses, NL/EN slippage), which keeps the brand local even as the attitude travels.

We extended the identity across a full physical and digital kit: foil-wrapped burgers shot on saturated red, a crushed "soda" can on black, screen-printed merch ("catch us while you can"), red tote bags and shipping boxes, an illuminated storefront light-box, fly-poster OOH, a folding-chair seat-back gag, and a printed menu booklet. A mobile ordering app and a tablet web mockup carry the same red-and-black grid into product, so the experience holds from the poster on the street to the screen in your hand.

Tying it together are five short motion pieces (looping, muted, made to live on social and in-store) that animate the logotype, the burger photography, and the pop-up announcements. The result is an identity that is unapologetically loud but tightly controlled: a small menu, one colour, a wordmark with teeth, and a tone of voice that makes catching the next drop feel like the point.

Client

Melt Smashed Burgers

Industry

Food & Drink

Services

Brand Identity
Creative Direction
Motion Graphics

Office

Ghent

Year

2025

Studio

HoopAI Creative Studio