Jerrell's Betr Brgr Branding

Jerrell’s Betr Brgr is a late-night vegan burger joint in Soho, NYC, serving 100% plant-based burgers, fries, chili, and shakes. I contributed to building the brand from the ground up: from copywriting, to art direction of product photography, to building out a line of sustainable printed food packaging and creating environmental graphics that would engage the casual passerby to try the meatless offerings. The copy emphasizes the brand’s #flavorsclaimers, unique abbreviated lingo that speaks to the benefits of the offerings. These type lockups adorned all parts of the branding- from apron patches to stickers sealing the burger wrapper, to the delivery van, to social media posts.

Design & Art Direction: Simi Mahtani
Creative Direction: Allison Rosenwinkel, Paul Demyanovich
Agency: HiFi Brands
Photography: Noah Fecks, Kevin Pineda Gould

Role: Concepting, packaging design, art direction, copywriting, environmental graphics, apparel, final file production design, installation on-site