BrandingDirection Artistique

Miam

Brand identity

Miam! Burger is a Brussels burger brand launched by Brussels creator Vidal (@vidalalexe), followed by more than 500,000 people on TikTok. The audience existed before the shop did, and it lives on social media: the brand had to be recognisable at thumbnail size, at the speed of a scrolling thumb. Hence the round, generous shapes, an exclamation mark doing all the attitude work, and pop colours with no half measures. The 2025 brand book holds it together, from the drawing of the logo to photo direction.

Client
Miam! Burger
Role
Brand identity
Year
2025
The starting point

The restaurant was born from an audience, not a location: its founder is a Brussels content creator followed by hundreds of thousands of people on Instagram, TikTok and YouTube. The menu extends that culture, with burgers whose names and ingredients point to Belgian references. The brief was therefore a transfer: carrying into a physical brand the tone of an audience that first met it on a screen.

Miam! Burger logo in round raspberry pink letters on a pale yellow background
Construction of the Miam! Burger logo: letter outlines and the curve that wraps them
Five Miam! Burger posters pasted on a wall, one per burger, from Le Manneken to Le Dikkenek
The approach

Brussels slang as a graphic element

Two assets carry the personality beyond the logo. The scribble first, a free, organic shape that slips behind a product or a message to give it movement without ever stealing the show. Then the expression tags, borrowed from Brussels slang: waaw, wooh, 100% belge, afou j'ai faim. They are not ornaments, they are hooks, dropped onto a photo or a pack so the tone lands before the words are even read. Photo direction follows the same rule: wide angle, caught on the fly, never posed.

White cap with the pink M! monogram and a Miam! Burger tote bag, surrounded by "Waaw", "Wooh!" and "100% belge" stickers
Miam! Burger palette: flash pink, soft pink, yellow, blue, light blue, green and orange, plus a brand white and brand black
Two Miam! Burger boxes, the green "Le Manneken" and the pink "Le Une fois !", each marked "Veggie"
Two kraft Miam! Burger fry cartons with pink lettering "Dis, tu veux des frites ?", on a pale yellow background
Three wide-angle photos for Miam! Burger: a burger held up in a cobbled Brussels street, the counter, a customer upside down

Packaging and posters are where the brand really plays out, because that is where it is seen for real rather than as a thumbnail. The round shapes hold on a fries box as well as on a billboard, the scribble catches up the proportions when a format stretches, and the tags go on last, once the photo is settled. The wide-angle photo direction takes care of the rest: it produces images that work in a story and in print alike.

What was delivered
  • Brand identity and a logo that adapts across several colours
  • Colourful packaging, designed to stand out on a shelf and in a photo
  • Art direction for photography and social media
Results

What the brand book holds

pages of brand book, from the logo drawing to the photo direction
38
colours in which the logo and the icon are delivered
6

Counted on 28/09/2026 in the project files

How we work

Before, during, after: the same method on every project

See our expertise · Art Direction, Branding & Naming Let's talk about your project
  1. Before

    Discovery

    We get to know the project, ask our questions and talk it through with you.

  2. Before

    Inspiration and direction

    We gather inspiration and set a direction with you, before anything gets created.

  3. During

    Creation

    The heart of the project, paced by regular back and forth with you.

  4. After

    Delivery and testing

    We deliver, then check with you that everything works.

  5. After

    Handover and adjustments

    We train you and help you get to grips with the material. Your feedback is taken on board to fine-tune it.

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