In 2014 io was approached to develop an identity for a new burger store in Footscray. The clients had a clear idea of what they wanted to achieve, differentiating themselves from the existing Footscray hospitality scene, so we had free reign to experiment and be bold with a fun theme.

At its core the identity system uses a pixel grid system to create four distinct 8bit characters (the shake, hotdog, fries and the hero – an 8bit burger), and extends on the grid system with pixel based pattern, textures and a playful custom typeface that can be rolled out across all applications in print and online.

The end result is a nostalgic, quirky, and instantly recognisable homage to good, old-fashioned gaming.