2 Liverpool Lane
Darlinghurst NSW 2010
02 9051 0561
121 Rokeby Street
Collingwood VIC 3066
03 9070 5737
4.03, 33 Allara St
Canberra ACT 2601
02 6190 1210
81 Prospect St
Brooklyn, NY 11201
There’s a new burger joint in Canberra. In order to stand out the Mookie brand needed to be bold however it also needed to convey a sense of trust in a crowded market. We created an identity that is ambitious, packing lots of attitude, yet has a sense of sophistication that delivers the required feel of establishment to patrons interacting with it.
The burger market is flooded with brands derived from American culture so we took this one in a completely different direction. Distinctly influenced by Japanese pop-culture, Mookie uses strong iconography based around the central concept of the burger menu to effectively target a tech-savvy, younger demographic.
The brand rollout included a broad spectrum of collateral, from the initial identity and voice, to packaging production, social media direction and physical signage design. Every single touch point was carefully considered, telling just enough of the story without ever revealing the whole picture at a single point, keeping the audience forever intrigued as they journey from digital to physical interaction with the Mookie brand.