TRUFFLE started out as a street food market stall with the goal of bringing this luxurious but often misunderstood ingredient to the masses. Having worked in some of the citys best kitchens, founder Tom Bickers set about serving up an array of truffle inspired dishes from flank steak with truffled mash, to truffle ravioli. It proved to be a more humble hero, however, that would take up the lead role fast foods original bad boy the burger. This sharpened offer lead to a name update and TRUFFLE BURGER was born. The perfect coming together of juxtaposing worlds. A classic tale of West-End Girlmeets East-End Boy. This relationship is best reflected through the flexible logo system comprising an elegant typeset gold TRUFFLE, paired with a variety of hand-rendered or meaty-looking BURGER typefaces, bringing the looseness of the fast food world to the table.

The lo-fi-luxury tension was no more apparent than in the solution we devised for new site hoardings. A series of fly posters with glossy food shots and opulent gold foiled details, spray painted in situ bringing things back down to street level.

Language played a key role here too, with a playful menu of brand messaging. In and amongst it all A Finer Diner rose to the top itself an embodiment of the two worlds. It became the brand positioning line, acting as a beacon to guide their creative path. Land of Plenty helped to build the brand from the ground up. A strategic approach that began with defining the brand DNA that would later inform the proposition, the positioning and the key messaging. This phase of work led to the name update, unlocking the creative direction and giving the Truffle Burger team the perfect outlet for their infectious energy.

The visual identity comprises of a few choice ingredients just as any good burger should. A logo system routed in the core idea, a tight colour palette defined by the two truffle varieties black and white, and a pattern carved straight from the inner core of the truffle itself.