Mit – burgers & more
Brand Identity & Logo Design
Custom Font, Illustration & Stickers
Menus, Packaging & Environmental Branding

A burger-oriented brand built around Romanian fairy tales and myths, with each product named after legends and folklore. Mit Burgărie already had the foundations of an idea — a set of characters inspired by Romanian mythology — but they were used inconsistently, without forming a clear or cohesive brand. The experience felt fragmented, with no strong connection between the visual elements, the menu and the overall identity.

How could we turn this underused idea into a coherent brand system — one that brings consistency, personality and meaning across every touchpoint?

By building the entire identity around storytelling, we transformed isolated elements into a unified narrative system, where every visual, product and interaction reinforces the same world.

Defining the system

To bring clarity and direction, the brand was defined through a series of key questions.

What was the problem?

The brand lacked consistency and a clear direction, with an existing idea of characters that was never developed into a cohesive system.

Who is this for?
People living and working nearby, looking for a consistent and satisfying meal as part of their daily routine.

What makes it different?
A cohesive narrative system built around Romanian mythology, applied consistently across all touchpoints.

What is the personality?
Playful, bold and rooted in local culture, with a modern and approachable tone.

What matters the most?
Consistency, quality and creating a memorable experience through every interaction.

What are we building?
A unified brand system where every visual and verbal element reinforces the same story.

Graphic system.

The visual system draws inspiration from old storybooks, shifting the focus from product to narrative.

Rather than centering the identity around food, the approach repositions the brand as a space of stories — where each element contributes to building a cohesive and immersive world.

Through textured backgrounds, expressive typography and symbolic graphic elements, the identity begins to move away from a typical burger aesthetic and towards something more atmospheric and crafted. Subtle imperfections, warm tones and layered compositions evoke the tactile quality of printed pages, reinforcing a sense of familiarity and nostalgia.

Each component is designed to feel like part of a larger narrative, creating a system where visuals are not isolated, but connected — much like chapters within the same story.

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