Miam
Miam! Burger is a Brussels burger brand launched by a Belgian influencer. 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 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.
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. 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.
- 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
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Discovery
We start with a real conversation about your project: where it comes from, who it speaks to, what already exists around you. We analyse your competitors, because an identity that looks like the one next door will do nothing for you.
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Direction
We hand you our reading of the project: the structure we propose, the stages, what will need to be produced, and a first take on style through mood boards. The point is simple, making sure we are all looking the same way before anything gets created.
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Framing
Three genuinely different logo directions, which we then iterate on together. You watch the brand take shape and you decide while there is still room to change your mind.
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Production and delivery
The longest stage, paced by regular back and forth. At the end: the brand book as a PDF, every asset filed in a shared folder, source files on request, and a brand resource page of your own, a single address holding everything we have made together.