One Burger: Brand visual

• Date added

9 October 2025

One Burger is a new culinary brand born from a shared love of burgers, culture, and design. It positions the burger as a cultural icon by creating a new kind of dining experience and bringing people together.

San Francisco- and Los Angeles-based branding and marketing company The New Company partnered with One Burger to develop the brand from the ground up. From early strategic foundations to identity, spatial experience, and launch, the collaboration was driven by a shared ambition to reimagine what a burger brand can be.

Client

One Burger

Year

2025

The New Company

Executive Creative Director

Matt Luckhurst

President

Seth Mroczka

Creative Director

Jules Tardy

Typefaces in Use

Helvetica Condensed
Helvetica Neue
Brand Strategy & Identity

Grounded in cultural insight, the brand strategy shaped the naming, tone of voice, and values, creating an accessible yet extraordinary experience centred on the power of a burger to unite people. Building on these principles, the brand identity features a distinctive wordmark, colour palette, typographic system, iconography, signage, and a comprehensive packaging system.

One Burger: Brand graphics
One Burger: Photography
One Burger: Brand visual
One Burger: Logo

“Beyond our standard brand strategy work, the NewCo team created a cultural audit to explore where the brand could sit, including what we called The Burger Index — a catalogue of burgers, their price points, construction, and taste profiles — to better understand and be intentional about where One Burger could and should sit in the market.”

Matt Luckhurst

Executive Creative Director, The New Company

One Burger: Brand visual
One Burger: Burger wrapper
One Burger: Brand guidelines
One Burger: Photography
One Burger: Packaging
Architecture

In collaboration with New York-based design practice Snarkitecture, the project reimagined the brick-and-mortar burger experience by combining elevated spatial design with an identity that feels both familiar and surprising. The result is a brand that complements the physical space while laying a strong foundation for future growth, designed to adapt to new environments, upend expectations, and set a new standard for the category.

One Burger: Storefront
One Burger: Signage
One Burger: Photography
One Burger: Interior

The New Company

The New Company is a branding and marketing company based in San Francisco and Los Angeles. Working across brand strategy, design, and content creation, their goal is to create work that better articulates a brand's story through creative executions that resonate in culture.

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