Bareburger

Rebrand and Menu Redesign

Research is important, and when my professor assigned this project—choose a current company and redo their branding and a form of “material”—I knew the brand I wanted to do, and why.

Bareburger’s concept sounds familiar: health food, but gourmet. We’re used to this with the upsurge of vegan and vegetarian lifestyles, along with a push for better health in what we eat. Now combine that with burgers. Classically unhealthy, simple, and fast. Gourmet burger are a treat, and Bareburger starts with that idea as it’s base. Duck patties, all veggie patties, gluten free, bison, bean sprout, etc., all available for your consumption. The menu is extensive and caters to all diets. They recently introduced the Impossible Burger: entirely plant based, but looks and tastes like a beef patty.

With their gourmet options, Bareburger also promotes local farmers, brewers, and better choices for that burger experience. The problem was the presentation of the brand. Everything they offer comes with a price tag: $35 a burger depending on what you put on it. So when the original and recently redone menus features cartoon bears reminiscent of children’s cartoons, it felt like there was a huge disconnect. Who in society is focused on good-looking, vegan-friendly, health oriented options to classics, with local brews? Not children.

My research compared other burger companies who promoted “healthy” burgers, but they all allowed for a classic diner look, and didn’t have near the same amount of options, or the price point. Bareburger, coupled with an interior design that reminds one of classic cars, comics, and vintage furniture, is best directed at “millennials”, or people aged 21+. They have the funds, the sense of adventure, and the commitment to healthy options and variety.

So, the redesign got rid of the cartoons and embraced the vintage, inspired by woodcut printing press blocks.