How did The New Company position the burger as a cultural icon? — The Brand Identity – Home of the Greatest in Graphic & Brand Design

The burger holds a peculiar place in cultural consciousness – simultaneously everyday and iconic, humble and celebratory. One Burger recognises this duality, positioning itself around the idea that a perfectly crafted burger can unite people across contexts and backgrounds. Founded with the ambition to create a new kind of culinary experience, the brand needed an identity that could honour the burger’s cultural weight while remaining welcoming to everyone.

The New Company worked with One Burger from the ground up, beginning with cultural insights work that examined how burgers function within contemporary dining culture. This research phase informed the brand strategy, which in turn shaped the naming process, tone of voice and core values. The name itself emerged from an extensive creative process that explored numerous directions. “We landed on ‘One’ as a simple encapsulation of the promise of uniting people around a burger,” explains Co-Founder & Executive Creative Director Matt Luckhurst. “It’s a name that ties back to the strategic positioning, product and vision of the company. The humble burger, perfectly crafted, bringing people together and sharing in the experience.”

The wordmark makes its statement through restraint. Built from a customised version of Helvetica Neue Condensed Black, it features a unique ‘O’ drawn in the proportions of a burger. The circular form functions as both metaphoric symbol and visual identifier, giving the familiar typeface an ownable twist without straying into novelty. It’s the kind of detail that doesn’t announce itself but registers subconsciously – appropriate for a brand that wants to feel both familiar and distinctive.

Colour presented an interesting strategic challenge. The New Company conducted an extensive audit of American and European burger markets to identify the most common brand traits in the space. The colour study revealed red as the dominant choice across the category. This discovery created a decision point: avoid red entirely to differentiate, or acknowledge what the prevalence might signal about effectiveness. “Our colour study identified red as the most common colour in the space, which was perhaps a reason to move away from it, but also a clear signal that something was working,” Luckhurst notes. “In the end, we found this particular red carried the right levels of primacy and flavour cues to capture the spirit of One. Rather than run from red, we worked to develop a unique point of view and usage of the colour for the brand.” The resulting orange-red occupies its own territory within the category’s chromatic landscape.

The identity needed to integrate seamlessly without competing with or diminishing the architectural vision. Multiple integration approaches were explored, with the One Burger, Snarkitecture and The New Company teams working together to find the precise equilibrium. “Our job with the brand was to integrate it without diminishing the experience, while simultaneously signalling it as a destination for one and all,” notes Luckhurst. The resulting environment pairs neutral, organic architectural tones with strategic moments of brand presence. Elevated yet welcoming, the spaces use contrast deliberately – the bold red of the brand punctuates the subtle materiality of the interiors. This restraint in application ensures the brand feels integrated rather than imposed.

Democratic design principles guided the entire system, manifesting in specific choices across the identity. From the beginning, accessibility sat alongside elevation as a core objective. The visual language needed to signal quality without erecting barriers through overly precious or trend-driven aesthetics. “We wanted the brand to help welcome people in – ensuring it felt accessible and elevated,” Luckhurst shares. “Not overly trendy or signalling only luxury cues. In the end, the brand – like the burger – is simple yet elevated, inviting everyone to enjoy.”

This philosophy extends through the packaging system, signage and all customer touchpoints. Nothing in the visual vocabulary requires specialist knowledge to appreciate. The typographic system, colour palette and iconography maintain clarity whilst demonstrating craft. The packaging design balances functional considerations with thoughtful details that reward closer attention.

The system was built with deliberate flexibility for future growth. The development began with a single burger, refined through iteration and rigour, but the team recognised that One Burger would continue to evolve. “We know the One Burger team will continue to push the brand forward – with its important flexibility built into the system,” notes Luckhurst. The architecture distinguishes between fixed and fluid elements. Certain components – the logo, primary colour and core typography – remain constant, establishing recognition and consistency. Other aspects were designed with adaptability in mind. “Like any great brand, we wanted to ensure some elements were fixed, classic and iconic (logo, colour, type), while others could grow, bend and flex as the brand evolves (art direction, secondary colours and type).” This structure allows One Burger to adapt to new environments and contexts, expand its offerings, and respond to cultural shifts without requiring a complete identity overhaul.

The Athens launch has generated significant local energy since opening. The response validates the strategic foundation and suggests the democratic approach resonates beyond theory. “The launch in Athens has been a hit,” Luckhurst observes. “We’ve been thrilled to see the energy it has generated locally and we know that will continue to grow.” The brand’s social presence at @oneburgerworldwide captures the joy and culture building around the concept – customers engaging with both the food and the experience One Burger has created.