Because MyBurger doesn't spend much on outside media, every touch point needs to help tell the brand story. Inside this location, we created a focal wall featuring a mural full of custom illustrations relevant to campus life (skateboard, scooter, bike, beer bottle, bookworm, etc.), with the gopher as hero.
For MyBurger, localization was important, so FAME tailored the new campus location a 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.
