Cookhouse is a beloved Melbourne burger restaurant that has been serving the community for nearly a decade. What started as a single venue has grown into multiple locations across the city.

Their journey began with a simple vision: to create delicious burgers using fresh, locally sourced ingredients. Over the years, they’ve forged strong relationships with local suppliers, ensuring that every bite reflects the vibrant flavours of Melbourne’s culinary scene. After more than a decade in operation, the team at Cookhouse recognized the need for a brand refresh. With Melbourne’s burger scene becoming increasingly competitive, they felt it was essential to evolve and distinguish themselves from the crowd.

Brief:

Our mission was to completely reinvent Cookhouse’s branding, creating a vibrant identity that communicates their dedication to high-quality products and exceptional service. We aimed to position them effectively in the competitive landscape of Melbourne’s burger restaurants. This strategic rebranding effort focused on distinguishing Cookhouse from newcomers, ensuring they resonate with their audience and stand out in a saturated market.

Strategy:

To ensure that we created branding that would stand out in a saturated market, we began with thorough research on existing competitors and trends within the industry. This analysis allowed us to identify gaps and opportunities for differentiation. Next, we concentrated on identifying Cookhouse’s target audience, specifically the preferences and values of a younger demographic, recognising this as a key opportunity for the business.

Armed with these insights, we strategised various branding elements that would resonate with this audience. We emphasised vibrant visuals, modern typography, and playful messaging that captures the energetic spirit of Melbourne’s burger scene.

Design process and results and demonstrate the value and impact of the project:

With the goal to create a branding that appealed to a younger, social media-savvy audience, we sought to create a bold and approachable identity that would leave a lasting impression on both new and returning customers. A playful twist emerged in the design of the two O’s in “Cookhouse,” which cleverly resemble eyes. This whimsical detail not only sparks curiosity but also invites diners to engage more deeply with the brand, creating a memorable experience.

To complement this playful design, we transformed the colour palette, opting for brighter, warmer tones that reflect the inviting atmosphere Cookhouse aims to cultivate. The vibrant red we incorporated symbolizes the flames of the grill, capturing the energy and passion that goes into each burger and reinforcing the brand’s commitment to quality.

This fresh branding extended beyond mere visuals; we ensured that every touchpoint, including packaging, communicated this new identity. By making Cookhouse easily recognisable, even when customers take their burgers to enjoy elsewhere, we strengthened their presence in the community.

The impact of this project has been significant. Not only did it revitalise Cookhouse’s visual identity, but it also enhanced their market presence, resulting in increased foot traffic and fostering lasting brand loyalty. By connecting with a younger audience through modern design and engaging storytelling, Cookhouse is now positioned as a go-to destination for burger lovers in Melbourne.