Burger Road Melbourne
Burger Road Melbourne
Project Details
Location: Australia
Industry: Food & Beverage
Scope: Branding · Visual Communication
Burger Road is a Melbourne-based burger chain serving customers across dine-in, takeaway, and delivery formats. Known for its American-style Wagyu burgers, sides, and signature freakshakes, the brand also catered to a broad customer base with vegetarian, vegan, and gluten-free options.
At the time of engagement, the brand had a basic logo but lacked an impactful visual identity to support growth. As the business prepared to expand beyond a single outlet, the objective was to build a strong, recognizable brand that could work consistently across multiple locations and customer touchpoints. The rebrand focused on creating a flexible visual language that strengthened recall, unified communication, and supported long term growth.
Location: Australia
Industry: Food & Beverage
Scope: Branding · Visual Communication
Burger Road is a Melbourne-based burger chain serving customers across dine-in, takeaway, and delivery formats. Known for its American-style Wagyu burgers, sides, and signature freakshakes, the brand also catered to a broad customer base with vegetarian, vegan, and gluten-free options.
At the time of engagement, the brand had a basic logo but lacked an impactful visual identity to support growth. As the business prepared to expand beyond a single outlet, the objective was to build a strong, recognizable brand that could work consistently across multiple locations and customer touchpoints. The rebrand focused on creating a flexible visual language that strengthened recall, unified communication, and supported long term growth.
My Role
Creative & Design
Led creative direction and brand strategy for the rebranding initiative
Built a scalable visual identity system across multiple brand touchpoints
Oversaw design execution across packaging, menus, and marketing collaterals
Project & Account Management
Built and maintained a trusted client relationship over an 8-year engagement
Served as the primary point of contact, ensuring alignment, timely delivery, and approvals
Supported the rollout of the rebranding initiative across packaging, menus, website, and promotional assets
Managed ongoing and evolving branding, website, and marketing requirements, overseeing planning, concept development, coordination, and delivery
Business Development
Supported the brand's expansion journey, contributing to growth from 1 outlet to 15 locations
Identified and upsold additional services including the brand website, franchise sales kit, and merchandise design, generating additional business for the agency
Creative & Design
Led creative direction and brand strategy for the rebranding initiative
Built a scalable visual identity system across multiple brand touchpoints
Oversaw design execution across packaging, menus, and marketing collaterals
Project & Account Management
Built and maintained a trusted client relationship over an 8-year engagement
Served as the primary point of contact, ensuring alignment, timely delivery, and approvals
Supported the rollout of the rebranding initiative across packaging, menus, website, and promotional assets
Managed ongoing and evolving branding, website, and marketing requirements, overseeing planning, concept development, coordination, and delivery
Business Development
Supported the brand's expansion journey, contributing to growth from 1 outlet to 15 locations
Identified and upsold additional services including the brand website, franchise sales kit, and merchandise design, generating additional business for the agency
