Smashed

Smashed is a young smashed-burger concept made for today's city crowd, mixing bold flavour, good vibes and plenty of vegan options. I unpeeled the brand to its core, flavour, inclusivity and a modern, sustainable mindset, and translated it into a playful identity that fits students and young professionals looking for a quick but quality bite. The result is a fresh visual world with a soft, friendly logo and a custom mascot that brings the brand's character to life, creating an identity that feels welcoming, energetic and full of personality.

All images are high-quality photographic mockups.

The brief

Smashed is a young smashed-burger concept in Ghent made for today's city crowd: bold flavour, good vibes and plenty of vegan options. The team needed a brand identity that would work on a storefront, a menu board, packaging and Instagram at the same time, and that would speak to students and young professionals looking for a quick but quality bite without feeling like every other burger place.

The approach

I unpeeled the brand to its core and found three things worth building on: flavour, inclusivity and a modern, sustainable mindset. Those became the brief for the visuals. The logo is soft and friendly rather than loud and greasy, which already sets Smashed apart on a street full of shouting fast-food signs. A custom mascot carries the brand's character into places where a logo alone would feel flat: packaging, social posts and in-store details. The identity was tested across print, digital and in-store applications through high-quality photographic mockups before anything went to production.

What was delivered

• Brand identity: logo, colour palette and typography built for signage, menus and screens
• A custom mascot that brings the brand's personality to packaging and social media
• Application design: packaging, menu and in-store visuals shown in context
• Brand guidelines so the identity stays consistent as the concept grows

The result

The result is a fresh visual world that feels welcoming, energetic and full of personality. Smashed has an identity that is playful without losing credibility, and that works across print, digital and in-store, which is what a hospitality brand needs most: one recognisable face everywhere a guest meets it. For a concept aimed at students and young professionals in Ghent, that consistency is what turns a first visit into a habit.