PROJECT_REF:
[BA_1033 // LOVE_BURGER]
Brand identity & spatial concept for a gourmet fast-food experience
SYSTEM CONTEXT
Love Burger is a gourmet fast-food concept
designed for the Benelux market.
The brief was not just to create a brand —
but to engineer an experience that transforms
a commodity into a cultural moment.
Every touchpoint, from the space to the packaging,
was designed to make the guest feel something specific.
The structure is a modular system of shipping containers,
inspired by Boxpark Dubai — industrial language
turned into identity.
EXPERIENCE LAYER
The menu is an exercise in spatial perception.
Each table holds an apparently abstract image —
readable only when reflected on a chrome cylinder
placed at the centre.
The system is based on anamorphosis:
a visual technique that transforms a distorted image
into a legible figure from a single precise point.
The menu becomes an interaction. The space becomes the brand.
PACKAGING SYSTEM
The packaging draws directly from logistics language —
high-visibility colours, safety pictograms,
industrial typography.
Not decoration. A system that extends the brand identity into every physical object the guest touches.
