We designed the retail environment, in-store communication and packaging for Smashburger to launch in the UK market for the first time. Targeting millennials we identified a gastronomic ‘youth quake’ and used design cues to attract this savvy breed of customer. Plans are to open 35 sites over the next few years.
The new restaurant is emblazoned with urban typography and icons to tell the heritage and a mezzanine floor creates height for bold signage reinforcing the brand appeal – ‘smash, sizzle, savour’. An industrial palette blends with authentic materials to communicate an urban American lifestyle.