Huxtaburger Branding

Australian design studio Pop & Pac reveal a drastic brand identity transformation for Melbourne burger joint, Huxtaburger. From business cards to food packaging and menus, the new eye-catching style features a bold camo pattern constructed by jagged colourful strips which assemble to create surreal, abstract landscapes.

The colour-popping blue, red, and yellow swatches may at first glance appear organic. On closer inspection, natural scenery such as mountains, rivers and the sky take form, as well as cleverly camouflaged human figures engaging in active outdoor sports, from diving, surfing and skydiving.

The vibrant colour palette and visuals are complemented by white lettering and a clean minimal logomark.

The new image steps far outside conventional fast-food branding trends, as it aims to encapsulate more of a lifestyle vision that embraces an active, individualist and youthful identity. Matt Fickling, the general manager of Huxtaburger, says, ‘Huxtaburger is more than just burgers. The rebrand marks an era of exciting growth, allowing us to externally express what has been at the core of Huxtaburger from the very beginning.’