Creating a new Community Sports Hub in Clydebank.
Working in collaboration with Marc Kilkenny Architects and Whitecrook Primary School we created a piece of public art to adorn the exterior of a new Community Sports Hub in Clydebank.
Targeting a fashion-aware end consumer, we simplified ‘Robert Mackie of Scotland’ to a confident MACKIE on the brand’s contemporary flagship label.
We had fun determining BURGER’s tone of voice. The condensed font stacks neatly into a ‘burger-bun’ format, with headline copy distilled into three irreverent lines to fit. Humour lightens and humanises the brand, and the distinctive three-line format means it can grow through changing words alone.
We wanted the identity to feel universal in its colours and styling. Structural, functional and deliberately unembellished, the branding keeps the focus on the food.
Scale and deployment are important factors in this brand’s impact, with copy amplifying its voice. Flexible, loud and enjoyably teasing, its intensity provokes the right response.
The origins of the burger are much debated, with variants appearing in the early 1700s and ‘Hamburg steak’ made popular in 19th-century America by German emigrants. Several restaurateurs and lunch vendors claimed to have created the hamburger as we’d recognise it between 1885 and 1900. Various chain restaurants sold large numbers in the 1920s and ’30s - culminating in the establishment of McDonald’s in 1940.
Flexible and cost-effective, copy, font and simple icon can be used with a light touch in restaurant environments as well as on practical applications such as flyers, posters, menus, takeaway packaging and purpose-brewed house drinks. Black or white ink on textured craft papers feels both unpretentious and surprisingly refined. A brand toolkit assists staff in restaurant communications. And with literal animations (like the ‘shaking’ milkshake promo), the brand pokes gentle fun at its own straightforwardness.