Smash Lab: Two food brands, a strong identity in less than a month

The challenge: create a strong brand in record time for an ambitious food concept

Smash Lab is a brand new hybrid restaurant concept, combining two worlds: a premium smash burger restaurant and a Starbucks-style coffee shop. The project is based on a clear ambition: to offer a complete, fast and gourmet culinary experience, in a strong and immediately recognizable brand universe.

When Smash Lab calls on us, the emergency is immediate: they need it. a professional, aesthetic and impacting visual identity, in one record time.The project actually includes two brands: one dedicated to Smash Burgers, the other at the Coffee party.

The challenge was therefore twofold: to create two coherent but differentiated worlds, capable of living together in the same space while being carriers of their own values.They are looking for a artistic direction inspired by US codes (like Shake Shack or Five Guys), with a simple, modern, accessible and welcoming graphic universe.

The brand must be able to live on all physical and digital media, from menus to signage, including visual communication.

A challenge that is both strategic and creative, in an ultra-urgent context. And that's exactly what we love about Design Elite.

Our mission: to create a strong AD and to apply it to two food brands

In less than a month, we delivered all the founding elements of the Smash Lab brand.We designed two distinct but complementary visual identities for the burger and the coffee, created a custom mascot, and offered all the supports necessary for the launch: Menus, logo, graphic elements, complete visual universe.

US inspiration has been reinterpreted with a local and warm twist, to give Smash Lab a visual personality that is at once modern, effective and engaging.

Thanks to our collaboration, Smash Lab was able to launch its two brands on time, with a strong, coherent and immediately recognizable visual identity.

The branding developed by Design Elite ticks all the boxes: impact, efficiency, originality. It is designed to live both in restaurants and on social networks, packaging or print media.

Our tailor-made mascot gives a fun and human touch to the concept, and reinforces the brand's memorability. All deliverables were produced in less than a month, with a high level of finish. Smash Lab now has a solid graphic base to develop its next openings, campaigns or activations.

This intense, fast and fluid collaboration has proven that with a good method and a committed team, you can create a strong brand... in record time.And as always, at Design Elite, we like projects that go quickly and that think big.