Tio Joe
Rustic Burger House


Tio Joe was born with the idea of offering homemade burgers made with local ingredients, but the brand image positioned the business as a fast-food burger shop, decreasing the potential of their product.

An analysis and strategic rethinking helped to reveal the differential value of the business: a local burger shop projected on feed us with rustic products made by families from the region.

In order to take advantage of this approach, the new brand image was developed integrating the rustic value with the passion for the American recipe. Idea that focuses under the tagline "Rustic Burger House" and is visualized through the symbol — showing Tio Joe's shape as a farmer and as a burger — as well as the identity system, using stencil graphics, popular sayings and applications on different rustic materials, that provide versatility and personality to the brand.








Year & Location 
2015, Barcelona, Spain.

Assignment 
Analytical research, Strategic Insight, Tagline, Tone of voice, Storytelling, Symbol, Wordmark, Identity System, Signage, Brand Guidelines.

Photography 

Caro Adrover





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Tio Joe
711
7909
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Published:

Tio Joe

Rebranding for Tio Joe, a burger shop in Barcelona projected on feed their customers with rustic products made by families from the region.
711
7909
46
Published:

Creative Fields