Visual identity for the Le Burger restaurant, St Petersburg

Le Burger is a brand character designed to evoke the charm of both French sophistication and urban simplicity. Its name, inspired by the French word “bourgeois” (citizen) and its similarity to “burger,” reflects this playful duality. The character is depicted wearing a beret, a stylish moustache, and a scarf tied in a way that nods to both nautical and Parisian fashion.

The logo is versatile, available in both Latin and Cyrillic scripts, as well as in colour, black-and-white, and stamped formats. It features combinations of outlined and filled silhouettes, paired with distinctive and graphic typography that enhances brand recognition. This strong typographic identity allows for a standalone logo design composed solely of the brand name, without the character.

Le Burger’s branding incorporates a dynamic identity system. The character’s design is intentionally flexible, allowing for variations based on context. The overall brand aesthetic emphasises an approachable yet stylish minimalism, with simple packaging—such as kraft paper—and a classic colour palette. This thoughtful design approach ensures cohesion with interior spaces, creating a modern and inviting experience for customers.

In collaboration with Funzenpun.