Because MyBurger doesn't spend much on outside media, the exterior graphics had to help tell the brand story to students and passersby. Because this is a high-traffic location in the heart of Stadium Village, we installed a large logo-burger positioned to be visible from multiple angles. We also painted the side brick wall, featuring the U of M mascot (who just polished off a Double Original). Inside, we featured a poster with the brand story, emphasizing the locally sourced ingredients, and local family owners/operators.
For MyBurger, localization was important, so FAME tailored the new campus location with a big screen TV for game days, bigger beer selection, campus-themed mural and back wall full of clocks telling students what time they’d reach key campus destinations by foot. Based on the brand guidelines we established with the first location, we implemented the same palette, type and quirky sense of humor—this time applied to a new cast of characters, including a burger-loving gopher (in honor of the U of M’s mascot), and a bookworm. Even the restrooms are lined with bookshelf graphics, featuring titles like “Burgnomics 101” and “Fryology.”
As with the first new location in the Lake Calhoun area, the Stadium Village restaurant is outperforming sales goals, proving we were able to successfully keep the master brand intact, while tailoring this location to a new neighborhood and customer base.
