Ouch is a smash-burger chain aiming to set a new standard in the European fast-casual market. With simple, high-grade ingredients at its core, Ouch takes every part of crafting burgers down to the detail. With ambitions to scale, the identity had to be distinct, flexible, and instantly recognisable.

In a category often dominated by craft beer aesthetics, graffiti, and vintage Americana, Ouch takes a different approach—using humor as its key differentiator. More than just a burger, Ouch offers an experience: a brand that makes customers smile, whether they’re waiting in line or ordering online.

The name plays on the “smash” in smash burgers and shapes the brand’s concept. The logotype is designed as an exclamation, reinforced with asterisks—an element widely used in memes to emphasize actions, sounds, or reactions. These stars also reference the cartoon trope of spinning stars after a comedic mishap, reinforcing the brand’s lighthearted and approachable tone.

Inspired by the universal language of physical comedy, the concept leans into exaggerated mishaps, nodding to everything from silent films to internet fail culture. This balance of boldness and humor helps Ouch stand out while staying instantly understandable.

The identity carries through into the ordering experience, taking convenience seriously without taking ourselves too seriously. At Ouch’s flagship location, the identity served as the foundation for a space built around take-away with seats for a handful of diners—functional, fast, and full of personality.