One Burger
The New Company• Date added
• Date added
One Burger is a new culinary brand born from a shared love of burgers, culture, and design. It positions the burger as a cultural icon by creating a new kind of dining experience and bringing people together.
San Francisco- and Los Angeles-based branding and marketing company The New Company partnered with One Burger to develop the brand from the ground up. From early strategic foundations to identity, spatial experience, and launch, the collaboration was driven by a shared ambition to reimagine what a burger brand can be.
Client
One Burger
Year
2025
Executive Creative Director
Matt Luckhurst
President
Seth Mroczka
Creative Director
Jules Tardy
Typefaces in Use
Grounded in cultural insight, the brand strategy shaped the naming, tone of voice, and values, creating an accessible yet extraordinary experience centred on the power of a burger to unite people. Building on these principles, the brand identity features a distinctive wordmark, colour palette, typographic system, iconography, signage, and a comprehensive packaging system.
"Beyond our standard brand strategy work, the NewCo team created a cultural audit to explore where the brand could sit, including what we called The Burger Index — a catalogue of burgers, their price points, construction, and taste profiles — to better understand and be intentional about where One Burger could and should sit in the market."
In collaboration with New York-based design practice Snarkitecture, the project reimagined the brick-and-mortar burger experience by combining elevated spatial design with an identity that feels both familiar and surprising. The result is a brand that complements the physical space while laying a strong foundation for future growth, designed to adapt to new environments, upend expectations, and set a new standard for the category.
The New Company
The New Company is a branding and marketing company based in San Francisco and Los Angeles. Working across brand strategy, design, and content creation, their goal is to create work that better articulates a brand's story through creative executions that resonate in culture.
Other works by The New Company
Related works
