Brand, Content, Copywriting, Insight & Strategy
Breaking decorum with the original restaurant disrupters

How do you revive the disruptive spirit of an established name?
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The question
Approaching their 10-year anniversary, Burger & Lobster was looking to reconnect with the unorthodox ethos that earned them cult status upon launch. Once renowned for its industry-disrupting offering, the market had followed suit and the brand now needed to rediscover that unique spirit which had made it so impossible to ignore a decade ago.
We were challenged to evolve the brand, reigniting the rebellious spark whilst staying true to the heritage that earned them their devoted following. But how can you surprise an audience when the experience itself is a household name?
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The answer
By breaking convention first, and lobster claws second. Crafting an identity that merges the playful nostalgia of burgers with the indulgence of lobsters, we infused the brand with a sense of grown-up play — a north star that represents an immersive, visceral and indulgent physical experience.
A space where custom napkins smear magnificent messes and lobsters are drenched in dollops of pearls; it’s unpretentious opulence served up on a silver platter — no cutlery required.
BRAND IDENTITY
TWO HEROIC TYPEFACES
Marrying luxury with vibrancy began with fonts — juxtaposing an elegant ‘lobster’ serif typeface against a beefy burger san serif. We further elevated visuals with a bright and bold colour palette that paired naturally to a series of bespoke illustrations. These custom additions were styled to bring a sense of playful surrealism to the brand, and were hidden in unexpected places amongst collateral.
INTERIOR PHOTOGRAPHY
UNADULTERATED JOY
Photography further championed the immersive experience of the restaurants, with a dream-like lens applied to every frame. Lifestyle photography suspended reality — with pearls poured over whole lobsters and burgers bound to vintage turntables.
WITH THANKS
Interior Portrait Photography – Andy Carson
Production – Ink Creative
Case Study Photography – Andrew Hayes-Watkins
Jewellery Props in Case Study – Liz Wilson
Illustrations – Laurène Boglio
THE RESTAURANT
Indulgent play
Lauréne Boglio created a set of illustrations that celebrated the brand’s playful spirit and unique menu — sprinkling some charm, wit and warmth into unexpected places.
PHOTOGRAPHY


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