Six years into the business, locally owned, family-run MyBurger wanted to expand to a second location, with the ultimate goal of becoming a regional brand. They tapped into FAME for guidance on how to best approach the expansion. FAME recommended an all-encompassing brand refresh, from brand essence statement through identity, packaging, website and environmental design. With the MyBurger nod on initial drawings, FAME moved forward, fine-tuning everything from the millwork finishes to surfaces, furniture, lighting and custom art pieces. FAME leveraged a vibrant palette, warm wood tones, riveted concrete and original illustrations to put a MyBurger spin on a simple, modern, comfortable-industrial aesthetic.
Delivery of Work
MyBurger re-introduced the brand to the Minneapolis area with the much-buzzed-about opening of the new Calhoun store. MyBurger and FAME worked together to alert the public about the brand’s expansion plan and new restaurant near Lake Calhoun through restaurant and design industry press releases, traditional advertising, an updated web page and social media.
The Results
The end result retained the authenticity of the original “roadside burger joint” concept while elevating it to become the kind of place where you sit and stay awhile. The space invites, energizes and exudes authenticity while staying true to MyBurger’s roots. MyBurger immediately garnered attention from the design and restaurant communities, getting rave reviews from the press. And it appears customers are happy too. Just five months after opening, MyBurger is tracking three months ahead of projections, which bodes well for additional expansion.
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Copywriters
- Julie Feyerer
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Creative Directors
- Bruce Edwards
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Graphic Designers
- Conrad Chin
- Nick Smasal