Bareburger is an East Coast restaurant group committed to creating the tastiest burgers using local, organic, all natural & sustainable ingredients whenever possible. The menu is filled with options for everyone regardless of dietary preferences, allergies or restrictions. The restaurants themselves are also built and decorated using environmentally-friendly materials like recycled utensils and reclaimed barn wood.
Bareburger guarantees to make everyone feel welcome, warm and at home while they enjoy a great meal!

 

When I first joined Bareburger's creative team in May 2018, the visuals had been mainly kid-focused and inspired by retro cartoons since the company's founding in 2009. Colorful, illustrated, friendly-looking vegetables with smiling faces filled the menu pages, and a bright red cartoon bear was the mascot that appeared on most of the marketing collateral. 

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In 2019, the executive board decided to initiate a full branding revamp to coincide with the launch of a new menu. The company became focused on an expanded alcohol program and a variety of innovative plant-based, vegan options.

 

I collaborated with the Creative Director to lead Bareburger's new visual strategy and to ensure that it would be implemented across all digital and print collateral. The refresh aimed to elevate the brand image to reflect a fun, contemporary, millennial-focused environment with an emphasis on illustrations of fresh, nutritious ingredients. We simplified the color scheme and sharpened the classic rustic edges just enough to feel refined yet inviting. The rebrand led to increased interest, boosted sales and an expanded following, especially in the millennial and Gen-Z population.