Hell Burger was a project that had punch and power to it. The brand strives off its indulgence and attitude to its juicy burgers inspired by the 7 deadly sins, leaning heavily into themes of temptation.

Visually, the identity is strong in its bold use of blackletter, with a custom logo and rich devilish colour palette. The illustrations play a key role into the story telling aspect of the venue, each crafted to represent one of the deadly sins. Although all unique, cohesion is evident throughout the brands deliverables.

The overall tone is that of energy, rebellion and grit. These all together provide a perfect brand identity and familiarity to its viewers.