Designing a brand that truly lands on the product means letting the product lead the story — and with Undercover Burger, the product had a story worth telling. At first glance, it’s a burger. But take a closer look, and you’ll see something more: a UFO-shaped, fully enclosed creation, pressed in a special mold that seals all the ingredients inside. No spilling sauces, no loose toppings — just a perfectly self-contained surprise. This unconventional form was the spark for everything. It wasn’t just food. It was a mystery, a hidden world of flavor, something unknown that’s just landed. That’s how the idea of Undercover Burger was born — a name that speaks to its playful secrecy, and a tagline that invites curiosity: “Arrived to Be Eaten.”

We took this core idea and expanded it into a brand universe. Inspired by space travel, UFOs, and the fun side of science fiction, we built a visual identity that captures movement, mystery, and transformation. The logotype is the only fixed point — clear, bold, and grounded. It brings structure and recognition, no matter where the brand travels. Around it orbits a flexible system of visual elements: a dynamic mix of cosmic textures, interstellar patterns, and quirky alien characters that pop in and out of communication materials. These elements can evolve, multiply, and shift — just like galaxies do — creating infinite visual combinations across packaging, signage, digital touchpoints, and merchandise.

The color palette combines deep space black with vibrant red and soft beige tones — balancing cosmic energy with fast-food warmth. Typography is clean and modern, with occasional sci-fi-inspired details that hint at the brand’s extraterrestrial twist. Motion and animation play a big role too — subtle movements, blinking eyes, or spinning UFOs give life to social media posts and digital menus, reinforcing the idea that Undercover Burger isn’t static — it’s alive, in orbit, and always arriving.

But the brand is more than just its look. Its tone of voice is playful yet caring — like a friend from another galaxy who’s here to make you smile and feed you well. Messaging focuses on discovery, enjoyment, and that satisfying first bite into something unexpected. Each burger isn’t just a meal — it’s an arrival, a landing, a new adventure ready to be unwrapped.

Together, these elements form a complete, immersive identity — a living universe where every burger tells a story, and every customer becomes part of the journey.