231 East Street offers all over France the real, the only, the succulent New York Gourmet Burger, as if you were there, in a warm and urban universe, straight from the Big Apple. Here, there are no eccentricities: the brand relies on a simple taste that focuses on high quality products and their perfect assembly.
The name refers to the address of Andy Warhol’s historic workshops. To celebrate the brand’s 10th anniversary, the graphic charter has been updated with the creation of numerous pictograms and visuals to illustrate this change without completely overhauling the brand. This creation was done in partnership with Coca-Cola France.A monochrome pattern was therefore central to the campaign. It is composed of various pictograms and texts related to the brand, the recipes, but also the important values that are the essence of this unique fast food in France.
So we find burgers, fries, ingredients (salad, tomatoes, onions, pickles,…), meat, winks to New York, to enrich this concept, the pictograms have been arranged to form a large number 10, illustrating the anniversary date of the restaurants. Finally, 4 pictograms have been specially designed for the 10 years: a burger/gift, a burger/birthday cake, a cone of chips/candles and a champagne/soda bucket. This campaign is being broadcast on social networks and the Brand’s website as well as in print in restaurants. In addition, a number of goodies have been produced for this event (badges, notebooks, totebags, etc.)
Finally, 231 East Street’s packaging will now be composed of this new pattern.
- Agency/Creative: Buckwild
- Article Title: 231 East Street French Burgers Branded Pattern by Buckwild
- Organisation/Entity: Freelance
- Project Type: Campaign
- Project Status: Published
- Agency/Creative Country: France
- Agency/Creative City: Strasbourg
- Market Region: Europe
- Project Deliverables: Art Direction, Graphic Design, Illustration, Poster Design
- Industry: Food/Beverage
- Keywords: Icons, Burger, Food, French Fries, Restaurant
Art Director: Christophe Lombard