Hesburger Design Renewal

Making an Icon of Finnish Fast Food Even More Iconic

Something Old, Something New, and a Whole Lot More Blue!

Together with Hesburger, we created a new look for their packaging and branding materials.

The goal was by no means a revolution, quite the opposite. Keep what works and make the whole package simpler, bolder, more consistent and instantly recognisable.

The new look achieves this by claiming the blue color, bringing the fine-tuned H-monogram to the fore – while extrapolating it into a signature pattern, and keeping the overall design as simple as possible.

By going back to basics we were able to lean into the best apects of burgers – they’re simple and fun!

 

H is for Hesburger

One of the main goals of the project was improving recognisability. A key feature of the new design is the increased use of the H-monogram. It is not only used as a stand-alone secondary logo but it was also developed into a signature pattern.

  • Main Logotype

  • Horizontal H-monogram

  • Vertical H-monogram

  • H-pattern

  • Color Palette

  • Icons

  • Custom Typefaces

The pattern is a multipurpose element, used in various applications from packaging to window decals, from company vans to delivery trucks.

Icon Library

To facilitate the user experience, a comprehensive icon library was designed to communicate different products, flavors and ingredients.

Personal Character

A tailor made custom typeface family completes Hesburger’s signature look.

The family includes display and text styles, extensive language support and numerous Open Type features.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz Åå Ää Öö

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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz Åå Ää Öö 🍔

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz Åå Ää Öö

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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz Åå Ää Öö 🍔

Logotype Facelift

During the project we also gave the Hesburger logotype a little facelift. In the completely re-drawn logotype, subtle changes to the letterforms, an increased letter width and improved kerning give the logo a more balanced and polished look, while retaining the recognisability and fun-factor of the original.