Taxi Studio creates new look specializing in the “poetry” of Byron Burgers and that includes a Lord Byron-inspired burger pickle character.
Model design consultancy Taxi Studio has created a versatile rebrand for Byron Burgers to attraction to digital-first house supply clients whereas preserving its unique premise of eating places individually tailor-made to particular neighbourhoods.
Taxi Studio was appointed to work throughout the complete model expression together with positioning, identification, tone of voice; digital touchpoints similar to the web site and supplies for supply platforms together with Deliveroo, plus bodily menus, packaging, uniforms and wall and poster artwork.
An idea was formed across the concept of “burger artistry” to faucet into Byron’s historical past as one of many early gourmand burger manufacturers. This can be a “radical shift” from “usually gratuitous burger depictions of oozy extra, in the direction of positioning meals as artwork and sustenance”, the studio says.
A brand new strapline of “Poetry in a bun” was created to reference each the “aptitude and creativity” of Byron’s meals and a connection to the English poet Lord Byron.
Taxi Studio founder and CCO Spencer Buck says, “After digging deep into the historical past of Byron Burgers we got here throughout this quote from the model’s [now departed] founder, Tom Byng: ‘It’s cool to call a burger joint after a bisexual romantic poet. And though we didn’t truly identify it after him, there’s no hurt in letting individuals suppose we did.’
“This was the second of readability for us. In his day, Byron was a rock-star – a mischief maker. So, we merely introduced the essence of [Lord] Byron again to Byron.”
This spirit was additionally translated into the model’s “lyrical mascot” OG, or George the poetic pickle, who seems in illustrations seen throughout digital and bodily property, on the coronary heart of a set of characters.
A collaboration with Reed Phrases, a verbal branding and copywriting consultancy formed the “playful (and infrequently rhyming) tone of voice” that was developed, Taxi Studio says.
It was additionally essential to create a constant model whereas catering to the “eclecticism” of every Byron Burgers diner, Buck feedback.
“The important thing was making a constant suite of property which have a great deal of flexibility.” Will Duffy, design lead on the challenge explains. “We now have a spread of colors, character poses, pictures and poetry which could be utilised in any variety of completely different combos, all inside the one model imaginative and prescient – so one restaurant can specific itself differently to a different, and that’s a very good factor! Expression is the important thing to good poetry.”
To keep up continuity with Byron’s historical past and its 2019 identification designed by Checkland Kindleysides the consumer was eager to utilize some current property fairly than ranging from scratch, Duffy says.
The earlier rebrand got here earlier than main change in 2020 when Byron needed to shut 31 of its 51 eating places after experiencing monetary difficulties introduced on by the COVID pandemic. It was purchased by non-public fairness agency Calveton as a part of a rescue deal.
The Byron emblem has now been tailored “for distinctiveness” and current typography constructed on “to introduce our poetry expression”, Duffy says. The suite of characters that relate to completely different elements of the menu was additionally a pre-existing asset, however Taxi Studio “rethought the character’s personalities”, rechristening them because the “Byronistas” round OG, who was “recreated and delivered to life as a poet”, Duffy provides.
A brand new color palette impressed by the menu’s flavours can be used to assist digital navigation and supply a extra “vibrant expertise”, Taxi Studio says. This “prevents a sea of sameness throughout the menu” Duffy provides, highlighting the significance of this for “locations like Deliveroo, the place all beef burgers sit collectively”.
The brand new model expression is presently being rolled out nationally throughout Byron Burgers’ 21 websites.
