80% lean. 20% fat. 100% awesome.

Located in the heart of Accra, Ghana, 80/20 Burgers & Fries is an American style restaurant serving the best burgers, sandwiches, and hotdogs you’ve ever had. The brand is named after the perfect ratio for the juiciest, most delicious burgers; 80 percent lean ground beef and 20 percent fat.

The brand identity is brought to life through a retro color palette, a playful mascot, and minimalist, classic typography.

The mascot is the star of the identity; the bespoke character is an anthropomorphized cheerful hamburger, complete with a french fry top hat. He appears throughout the identity, everywhere from packaging to social media.

The color palette is simple; a classic retro red and white combination that reinforces the brand’s American aesthetic & roots. Think retro diner meets slick, modern bistro. The typography is bold and fuss-free, combining block lettering styles that play with shadows and inline details.

It’s the fine details that take it to the next level; the candy stripe accent, whimsical brand pattern and selection of bespoke bold stickers that can be used in packaging, advertising, and more. The identity makes use of several different logo variations, to add some vibrancy to the brand and keep it from going stale.

From menus and flyers to caps and staff uniforms, every element of the 80/20 Burgers & Fries brand identity just makes you want more, and more, and more. In the end, it all comes together to form a playful, classic and very delicious brand.