Burgermeester is a well-known gourmet burger restaurant in Amsterdam. Established in 2007 as the first of its kind in the country, today they have 4 restaurants across the city. We were asked to re-brand the business, with a focus on expressing their core beliefs. That being sourcing the best ingredients, and making everything in house daily fresh.
A burger itself is a great starting point, as it comprises layers and textures. We used this while creating the style, and really focused on giving light to the ingredients. Doing so, we were able to produce a fresh new brand identity to match their core beliefs. Secondly, it’s important to Burgermeester that food comes first, before any fancy decoration or branding. Therefore any moments where a customer is deciding what to order, the styling is sober and clean. Finally, Burgermeester restaurants are all treated as siblings, not twins so to speak, so we created a logo-set that allows each outlet to identify with its own icon, whilst clearly remaining a part of the burgermeester family.
It was important to the guys behind Burgermeester that we did not embark on a hardcore branding and marketing strategy, where design would be based off of consumer research and feedback, but rather to trust our gut with what we felt would be the right direction to take the visual identity in.
At first we were taken a back slightly by this idea, since we would be horified if what we created would end up driving business away due to the lack of consumer research, however at a certain moment it dawned on us that we were choosen by the same gut feeling which they use to choose their ingredients. We met, and we clicked. They went with their gut feeling that Studio BAR was the studio to carry out the task.
It was this same gut feeling that got Burgermeester up and running in the first place. A few guys, fresh out of university realised that there was nowhere in Amsterdam – or the Netherlands for that matter – that they could go to for a good, healthy, delicious burger.
So without looking into market desires and demand, they decided to follow their gut, source a bunch of fine ingredients, and start making the exemplary burgers they still make today.
At that point the project went up several gears and we were on the same wave length, and we’re very proud of the outcome.