{"id":53000,"date":"2025-10-28T19:00:00","date_gmt":"2025-10-28T10:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?p=53000"},"modified":"2025-10-28T16:04:29","modified_gmt":"2025-10-28T07:04:29","slug":"one-burger-a-simple-identity-shaped-by-the-burger-like-o","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2025\/10\/28\/one-burger-a-simple-identity-shaped-by-the-burger-like-o\/","title":{"rendered":"One Burger, the simple identity of O, which resembles a hamburger."},"content":{"rendered":"

\u2018This brand design is a collaboration between 'One Burger' and The New Company. What happens when burgers, culture, and design collide? One Burger is a brand born from this question. It redefines the burger as a cultural symbol, not just fast food, and proposes a new culinary experience that connects people. The New Company, in collaboration with the One Burger team, oversaw the entire process, from brand strategy and naming to visual identity, art direction, motion graphics, and even the website.<\/p>\n\n\n\n

Through cultural insight research, we established the brand's core strategy, and based on this, we defined the "One Burger" name, tone, manner, and value system. The brand's core values were to create an accessible yet unique experience, and the burger's "unifying power.".<\/p>\n\n\n\n

This philosophy extends to the visual identity. Centered around a simple and striking wordmark, all elements of the brand\u2014including the color palette, typography system, icons, signage, and packaging design\u2014are consistently structured.<\/p>\n\n\n\n

We also collaborated with Snarkitecture to reimagine the store's design. The space and brand seamlessly blend to create a sense of familiarity and unfamiliarity, elevating the burger experience itself into a design object.<\/p>\n\n\n\n

One Burger has laid the foundation for growth by organically combining space and brand. It is positioning itself as a brand that flexibly adapts to new environments while providing an experience that exceeds existing expectations.<\/p>\n\n\n\n

Through this project, The New Company demonstrated how the "courage to create something better" can transform a brand. Driven by the vision and passion of the One Burger team, this brand offers an experience that goes beyond mere dining, redefining today's burger culture.<\/p>\n\n\n\n

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One Burger(C)The New Company<\/figcaption><\/figure>\n\n\n\n
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One Burger(C)The New Company<\/figcaption><\/figure>\n\n\n\n
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One Burger(C)The New Company<\/figcaption><\/figure>\n\n\n\n
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One Burger(C)The New Company<\/figcaption><\/figure>\n\n\n\n
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One Burger(C)The New Company<\/figcaption><\/figure>\n\n\n\n
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One Burger(C)The New Company<\/figcaption><\/figure>\n\n\n\n
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More and Sources<\/h2>\n\n\n\n