Beast City are the burger-slinging residents on the corner of Swanston and Little Bourke Streets in Melbourne’s CBD. Big burger energy in a chaotic pocket of the city. The venue had been running with a basic identity since opening, and needed a more evolved and cohesive look aligned with its direction. Together with the team we workshopped a vibrant, maximalist creative direction. Something vibrant and punchy to match the venue’s personality, youthful clientele and the energy of its location. The result was a punchy, all-out identity system spanning menus, social, burger paper, signage and more. The logo’s bold 3D treatment and skyscraper inclusion nodded to B-grade kaiju movies, while a cute burger kaiju became the brand’s signature character. A rich palette pulled from the interior, paired with a pattern set of saucy splatters, streaks and squiggles. An absolute pleasure working and eating with Beast City on this one.