BEEF Branding

BEEF!! The brand name carries a double meaning with “BEEF” and the slogan “Between The Bun.”

This not only refers to the products but also hints at the “beef” (issues) that emerge between the layers of a burger, from bun to bun. A beef sandwich is a colorful mix of ingredients, piled high and wrapped in paper, bursting with flavor. This imagery shaped our identity, especially after our research revealed that many competitors lack authenticity. This insight motivated us to adopt a more genuine approach.

The design features cutouts and collages that emphasize the connections between the ingredients, the bun, and the wrapping paper. This method visually highlights their complementary relationship, enhanced by handwritten feel typography and candid photos that convey a vibrant, authentic atmosphere.