Designing the identity of a burger joint that treats their every patty like a science experiment
Smash Theory is not your typical smash burger place.
It's where science meets crave. They engineer bold, no-rules smash burgers with explosive flavor, playful experiments, and a touch of mad-genius energy.
The aim of this project was a visual identity that reflects on their unique brand - groovy, cheeky, and blasting you with flavor.​​
The mascot brings the spirit of Smash Theory to life
I felt this is the perfect opportunity to be a little illustrative and create a mascot logo for the brand.
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A playful nod to the world of science with a bold, approachable personality that matches the brands burgers. I wanted more than just a logo; I wanted a character that embodies experimentation, curiosity, and impact. The mascot bridges the gap between 'mad scientist energy' and crave-worthy fun, making the brand instantly recognizable, memorable, and full of personality. It’s not just a symbol — it’s the face of their flavor experiments!
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It started as just a burger but it came to life by adding the sunglasses to make it cheeky, and finished with a bucket hat with the word S(T), a reference to the world known f(x) from mathematics, to connect it with its science side.
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Paired it with a groovy font and voila! - An identity that is impossible to ignore.
