Branding a Burger Chain for the Working Class: Designing a Standout Identity That Breaks the Fast Food Mold

2025

When Bandit Burger burst onto the scene, it didn’t just serve up mouthwatering burgers—it staged a culinary heist. Rooted in the thrill of crime-inspired fun, Bandit Burger redefined fast food with a rebellious brand persona that dared customers to "commit delicious crimes." Every touchpoint was crafted to ignite joy and spark laughter. Bandit Burger leverages bold storytelling, unconventional marketing tactics, and playful branding to turn burger lovers into accomplices, proving that breaking the rules never tasted so good.

Meet Burger Larry

A culinary genius with a streak of bad luck. Larry was so skilled at crafting daring recipes that he earned the nickname “Burger Larry,” wowing customers with burgers so good they could bring tears to your tastebuds. But greatness can spark envy, and the other cooks at his restaurant couldn’t handle his rising fame. Fueled by jealousy, they framed Larry to make it look like he had stolen the restaurant’s safe. Despite his innocence, Larry found himself behind bars. With no grill to work his magic, he poured his energy into crafting a vision for the future. He sketched out the Bandit Burger menu on scraps of paper, dreaming up bold, inventive burgers and perfecting his secret sauces in his mind. He created the blueprint for a rebellion in fast food. When a retrial cleared his name, Larry walked free with a plan to turn his setback into a comeback. Bandit Burger was born—a place where every bite tells a story of resilience, creativity, and flavors so bold, they’re practically criminal.

This project was crafted purely for the thrill of creative exploration—an opportunity to play with bold ideas, stretch boundaries, and see where an concept like Bandit Burger could go. It’s not tied to a real client but instead serves as a playground for imaginative storytelling and experimental branding. Through this, I am aiming to capture the essence of a fun, rebellious spirit and showcase the power of design and strategy when the rules are left behind.

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