Truffles are the world's most expensive natural food, so claims the online menu on Truffle Burger's website. Yet it's a lux ingredient that features across each dish the brand offers.
To highlight the former street food market seller's USP and handling of the popularly-misunderstood ingredient, the team enlisted London brand and design consultancy studio Land of Plenty to create a raw but refined new look for the brand to help it stand out in an already-saturated burger market.
The result birthed the brand's updated name, Truffle Burger, as well as a new logo system comprised of an elegant typeset gold Truffle paired with a variety of hand-rendered and meatier-looking Burger typefaces. It also featured a tight colour palette defined by the two truffle varieties – black and white – and contained a pattern carved straight from the inner core of the truffle itself.
Land of Plenty helped build the brand from the ground up, rolling out a strategic approach that redefined its DNA to later inform its proposition, positioning and key messaging. This contributed to realising the brand's creative direction and finessing its visual identity – which fuses mouth-watering food shots with urban toughness.
The team also created a new website for the brand, playing around with lo-fi-luxury elements, as well as a series of fly posters that uses glossy food shots and opulent gold foiled details set against spray-painted signs and pictured down street alleys – which brought a sense of street cool to the brand's offering.
The language was also a vital component in the brand's messaging. A playful menu was drawn up – with 'A Finer Diner' becoming the guiding principle to direct the reader and get them hungry to continue reading ahead of ordering.
Truffle Burger started as a street food market stall, with its founder Tom Bickers working in some of London's best kitchens and inspired him to serve up truffle-inspired dishes.
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