A tray with a cheeseburger topped with pickles, cheddar cheese, and a bun, alongside a paper cup filled with French fries, all on a metal surface against a textured wall.

A bold rebrand concept for a fast-casual burger chain.

HipBurger is a fast-casual burger brand based in South Carolina. This project explores a reimagined visual identity aimed at creating a stronger, more recognizable presence across both in-store and digital experiences.

The goal was to simplify and strengthen the brand through bold color, clear typography, and high-contrast product imagery. The resulting system is designed to feel immediate, scalable, and built for fast-paced environments while maintaining a distinct personality.

Independent redesign concept. Not affiliated with HipBurger.

Self-initiated concept project. Select mockups were generated with AI to visualize the brand in context. All design and art direction are original.

Brand Identity
Art Direction
Menu Design
Packaging

Crinkle-cut French fries in a brown cup with the word 'HIPBURGER' printed on it, against a dark background.
Close-up of a cheeseburger with a grilled top bun, melted cheese, and crispy beef patty against a dark red background.
A fried chicken sandwich with lettuce, tomato, bacon, and mayonnaise in a bun, accompanied by a cup of cola and a container of French fries on a red background.
Two trays with cheeseburgers, two cups of French fries, and condiments on a table. Also a milkshake and a cocktail. The table has colorful drawings and writing that says "New York" and "Saturday Night."
Hipburger
Screenshot of a burger restaurant menu titled 'HIPBURGER', showing an a burger with an 'ADD TO CART' button, crinkle fries in a cup, and a fried hipchicken sandwich with prices.