BAD BUN: Burger Branding & Packaging

Bad Bun is a contemporary burger brand built on the contrast between softness and rebellion. The identity explores the idea of “cute but bad,” combining playful visual cues with a bold and confident attitude to create a distinctive and memorable experience.

The visual system is driven by expressive typography, high contrast colors, and dynamic compositions that bring energy across all brand touchpoints. Typography plays a central role, used not only for communication but also as a graphic element to create strong and impactful layouts. Supporting elements such as patterns, slogans, and simple graphic forms help maintain a cohesive and recognizable identity across different applications.

A character-led approach adds personality to the brand, reflecting the core concept while keeping the overall design clean and modern. The character is used selectively to enhance storytelling and create a more engaging connection with the audience.

From packaging to digital applications, every element is designed to feel consistent, bold, and visually engaging. Burger boxes, wrappers, and takeaway materials extend the identity into a physical experience, while digital content maintains the same tone and clarity.

Bad Bun aims to stand out in a saturated fast food market by focusing on contrast, personality, and strong visual communication. The result is a brand that feels contemporary, expressive, and easy to recognize across all platforms.