be right burger
context
brb® be right burger™ is a fast-casual burger concept serving made-to-order burgers, sandwiches, sides, and premium frozen custard, with locations in Reston, Virginia and Dulles International Airport. As a new restaurant concept preparing to launch, brb® needed a distinctive brand identity and cohesive visual experience that could bring its playful personality to life across the restaurant and customer experience.
art direction | digital branding | social media content creation | photography | graphic design
Featured in: Wine Enthusiast, Food & Wine, San Francisco Chronicle, VinePair, Wine Spectator
the ask
Massican focuses on food, wine, culture, art, and people, so naturally, they wanted their Instagram to reflect and embody those interests as well. I decided the best way to accomplish this goal was to convert their Instagram feed into a digital magazine issue with a highly curated and branded aesthetic.
the solution
I developed the brand identity and visual language while translating it into the physical and digital customer experience through interior signage, environmental graphics, customizable menus, print collateral, website design, and the initial online ordering experience. I also photographed the food, interior and exterior spaces, and opening-day events to create a cohesive library of brand imagery. Together, these elements established a playful, recognizable brand experience that carried consistently from the restaurant environment to the digital experience.
