Client objective
The client wanted a direct, appetizing, organized burger restaurant brand with enough character to grow in the United States. It had to sell burgers at first glance and support an operation with multiple packaging formats.
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Burger restaurant · United States
Plancha 9
A chain-ready burger brand that turns the heat and energy of the flat-top grill into a direct, memorable system.
The strategy
A conceptual decision behind every shape, color, and application.
Brand decision
We turned the 9 into the house seal and the flat-top grill into an attitude: heat, pressure, and flavor. Red drives appetite; warm cream adds materiality and prevents the system from feeling generic. Condensed typography stays strong from storefront to small sauce cup.
System and outcome
Plancha 9 behaves as a complete restaurant branding system: logo, visual language, food photography, packaging, and counter experience work together to build recognition, repeat visits, and future locations.
- Strategy
- Identity
- Packaging
- Art direction
- Retail
Designed for production
The brand continues when the product leaves through the door.
Every format belongs to one system: clear hierarchy, purposeful surfaces, and a consistent presence across counter service, delivery, and social media.