This morning I woke up with a craving for a veggie burger and a milkshake from Burgatory. So later this afternoon, I satisfied my hunger and was surprised to see Burgatory’s take-out packaging. In case you haven’t realized it yet, I ordered my burger and milkshake to go. The whole Burgatory brand was created and designed by Wall-to-Wall Studios (W|W). They’ve been around for almost 24 years now and have offices here in Pittsburgh and in Honolulu. For Burgatory, W|W decided to “[design] an integrated branded experience that elevated every touch point, including the food, to become the hottest restaurant in the region.” Burgatory’s designed elements include: the visual branding (logos and taglines); the on-site accessories (menus, gift cards, and take-out packaging); and the environmental details (signage and wayfinding) (Wall-to-Wall Studios). Wall-to-Wall Studios’ concept/idea for Burgatory was to be “wit[ty] and [have] just the right amount of irreverence to be remembered and craved.”
Now what I’ve always liked about Burgatory was their use of different typefaces that are just so in your face! They really have a fun time with typography! So today, when I saw the to-go packaging, I was amazed by how they enhanced a simple cardboard box and a paper bag. Both elements are mostly type heavy, but also integrate some imaging and simple icons. The typography and the icons are red and that really appeals to a person’s hunger and pops out on the box and bag. The take-out packages also feature witty headers and sayings using loud typefaces and really appeal to a person’s humorous side as well. Along with being loud and red, the typefaces have a grungy look and feel to them. This visual style works well with the textures of the box and paper bag and further enhances them. The type is also strategically placed out in different positions on the box. This makes them visually interesting and allows you to move your eyes around on the box and on the bag. On the whole, the packaging is rememberable and witty like the concept stated. It entices to an audience with their humor and the most importantly, their hunger.
Their take-out packaging is working very well for them. Like with all of their other design elements, Burgatory is appealing to people with an appetite and a humor. They leave the audience with wanting more to eat, and as result, wanting to come back time and time again. The brand itself communicates well as a burger and shake bar. In my opinion, Burgatory’s branding and identity really makes it “sinfully good.”
P.S. “Sinfully good” is one of their taglines if you didn’t know that 🙂
Sources:
Akaashmi Mishra 