The open creative brief specified the client as an "upscale hamburger chain," but left the direction open beyond that. I explored five different directions, each with a different approach to the concept of upscale.
The second concept took a turn toward the classic diner, such as Steak & Shake, Eat at Joes, and Johnny Rockets. The mark is a throwback to the vintage pastels, tiles and chrome of the diner era.
I also included a more elegant and upscale, gastropub approach, incorporating minimalist linework and classic typography with muted tones. It is reminiscent of the type of place you love to grab a burger at, if you can afford it.