Upper Ground

For Upper Ground, we set out to create a bold and dynamic brand identity that captures the essence of comfort food grounded in flavor and quality. Inspired by the idea of a place that serves everything "grounded," from burgers and hot dogs to meatballs, the brand identity needed to be as bold and vibrant as the menu itself. We developed a striking logo that combines strong, chunky typography with playful elements, echoing the indulgence of the food. The bright primary colors bring an energetic vibe, making the brand impossible to ignore. The packaging is loud and fun, designed to stand out and enhance the dining experience, whether it’s a burger to-go or a hot dog served on the spot. We extended this vibrant identity to the website, creating an immersive online experience that’s easy to navigate and visually engaging, making every click as satisfying as the first bite.

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