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Smash Lab: Two food brands, a strong identity in less than a month
Écrit par
Mathilde Bréhaut
Designer chez Design Elite
Mise à jour le
June 7, 2026
min
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.
Unlimited requests, fast results
Submit as many briefs as you need. Our plans allow you to manage a continuous flow of design requests, without limits and without friction, and at an economic cost.
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.
Unlimited requests, fast results
Submit as many briefs as you need. Our plans allow you to manage a continuous flow of design requests, without limits and without friction, and at an economic cost.
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.
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