2007:
A
GRAPHIC
DESIGN
STUDIO
CATEGORIES —
71
Ayer Rajah
Crescent
#07-22
Singapore
139951
T. +65 6227 1314
F. +65 6227 1892

THE HANDBURGER

Produced entirely out of paper, The Handburger’s identity forms a visual commentary on the food’s transformative process, highlighting the artistry of making a good burger.

Paper-crafting every ingredient allows each to be distilled to its basic shape, creating an identity system that is visually appealing and instantly recognisable. Its many seemingly disparate but harmonised elements are held together by a set of custom alphabets, constructed letter by letter to give The Handburger a fitting personality.

The-HandBurger-1Secondary identity elements – the ingredients.Secondary identity elements – the ingredients.Customised serving board.Customised serving board.Cold air sinks and hot air rises. The packaging – consisting of three moulded lids and two paper tubes – is divided into two parts, the bottom for the chilled sides and the top, a burger held in place by a pick through the top vent (which also prevents the bun from sweating). The lids can be reconfigured to make standalone containers for additional sides.Cold air sinks and hot air rises. The packaging – consisting of three moulded lids and two paper tubes – is divided into two parts, the bottom for the chilled sides and the top, a burger held in place by a pick through the top vent (which also prevents the bun from sweating). The lids can be reconfigured to make standalone containers for additional sides.A paper crafted scene for the Tea Smoked Duck Burger.A paper crafted scene for the Tea Smoked Duck Burger.Burger picks and labels.Burger picks and labels.The-HandBurger-7Clear carrier to show-off the packaging.Clear carrier to show-off the packaging.Take out cups.Take out cups.Utilising the hoarding around the shop, these brand booklets were hung to create a stir before the grand opening.Utilising the hoarding around the shop, these brand booklets were hung to create a stir before the grand opening.Starting and ending with the buns of the burger, the pages of the brand booklet turn and introduce the layers of ingredients and cooking methods of their burgers. Included, is a coupon that encourages customers to make a first visit.Starting and ending with the buns of the burger, the pages of the brand booklet turn and introduce the layers of ingredients and cooking methods of their burgers. Included, is a coupon that encourages customers to make a first visit.Loyalty cards for customers and shop cards with outlet details.Loyalty cards for customers and shop cards with outlet details.Promotional and brand posters.Promotional and brand posters.The-HandBurger-14The menu sports a laddered layout so that burgers and prices can be viewed without flipping.The menu sports a laddered layout so that burgers and prices can be viewed without flipping.The-HandBurger-16Double sided apron to differentiate the service from kitchen staff.Double sided apron to differentiate the service from kitchen staff.The-HandBurger-18The-HandBurger-19The-HandBurger-20In implementing the shop’s identity, we worked in collaboration with PlyStudio – the designers of the shop.In implementing the shop’s identity, we worked in collaboration with PlyStudio – the designers of the shop.The-HandBurger-22More commonly seen in fashion retail, the Handburger has incorporated a window display to feature its new burgers.More commonly seen in fashion retail, the Handburger has incorporated a window display to feature its new burgers.The-HandBurger-24The-HandBurger-25Work-in-progress burgers.Work-in-progress burgers.The full set of packaging we produced for The Handburger.The full set of packaging we produced for The Handburger.In line with the handcrafted identity, we produced three stop motion videos that run on display near the entrance of the shop.In line with the handcrafted identity, we produced three stop motion videos that run on display near the entrance of the shop.
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