Big Bite

Big Bite sells burgers, loaded fries and hot dogs, and the identity had to work where that food is actually sold: a lit menu board, a phone held at arm’s length, a wrapper in someone’s hand.

We built it on one loud yellow against black, with a rounded bilingual wordmark that reads the same in Arabic and Latin and a wide display face that can carry a headline across the top of a menu.

The social system runs on the same two colours. The food is lit hard against black and the yellow does the pointing, which keeps a feed of very similar products from blurring into one.