Uncool Burgers

We developed a brand and messaging strategy for Uncool based on the idea that in an image-obsessed world, we want to set an example for being yourself, embracing fun, and disregarding conventions. Why? Because life is more fun and fulfilling that way. The brand personality is unabashedly charismatic, provocative, and silly. It inspires others to toss out pretensions and embrace being their authentic selves. In fact, we ask half ironically ask guests to “Never apologize for who you are. Unless you suck.”

We designed key illustrations of signature menu items imbuing them with dynamic personalities. These illustrations are used across all forms of collateral from menu items to stickers and social media assets. 
Gifs superimposed Uncool brand elements over well-known memes in order to sarcastically connect our brand with viral social media moments and poke fun at the idea of social media fame.

Uncool’s verbal identity relied heavily on puns and situational humor based on the context.  Our fries simply state “Nice Fries Finish Last.”  Our milkshake menu is listed as our MILF Menu, which stands for “Milkshakes I’d Like to Finish.” And our tagline for the brand plays off of our unique brand name: Uncool Burgers. A place to Lose Your Cool.”

As a street wear inspired brand, drawing inspiration from cult fashion brands like Supreme, we developed provocative, fashionable clothing for Uncool that extends the brand story and ethos — and hopefully helps bring consumers some laughs along the way. Our favorite shirt features messaging that states: “We don’t have parking, but we can still validate you, bro.”