Smash Dept.
ROLE
Creative Direction
DATE
2024
Overview
Speculative branding project for a smash burger restaurant. Created a stripped-back, slightly industrial aesthetic designed to work across apparel, packaging, menus, and signage with a minimal black-and-white system.
Services
The Challenge
Smash Dept needed a brand identity that felt authentic, unpretentious, and reflective of the craft-focused nature of smash burgers. The challenge was to create a visual system that was bold enough to stand out yet minimal enough to work across diverse applications from small signage to packaging.
The Approach
Developed a stripped-back industrial aesthetic using a black-and-white system with geometric, architectural typography. The brand emphasizes the mechanical simplicity of smashing butter and meat, translating that into visual metaphors and application systems that feel authentic and craft-forward.
Brand Deliverables
02 / SHOWCASE
Selected Works
A curated selection of projects in branding, content, and creative direction
