Byron Burgers has unveiled its latest work with newly appointed brand design agency Taxi Studio.
The firm intends to elevate the burger chain’s market positioning and rejuvenate its experience by reforming its entire brand expression.
Taxi Studio will create a new identity, tag line, menu, packaging, website and more, to represent the different profiles of burger eaters.
The agency has also collaborated with Reed Words to create a playful tone of voice, ‘channeling the essence’ of the English poet – Lord Byron – bringing the brand and menu to life with ‘wit, whimsy and mischief’.
Taxi Studio has also dreamt up a new strapline, ‘Poetry in a bun’, which nods to Lord Byron himself who, although was not the original inspiration behind the name, became the ‘foundation’ for Taxi Studio’s rejuvenation.
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“Our task was to design a brand system that was flexible enough to work across both physical and digital touch points whilst respecting the eclecticism and design individuality of each Byron Burger diner,” Taxi Studio founder and chief creative officer, Spencer Buck, said.
“After digging deep into the history of Byron Burger we came across this quote from the brand’s [now departed] founder, Tom Byng: ‘It’s cool to name a burger joint after a bisexual romantic poet. And although we didn’t actually name it after him, there’s no harm in letting people think we did.’ This was the moment of clarity for us. In his day, Byron was a rock-star – a mischief maker. So, we simply brought the essence of [Lord] Byron back to Byron.”
The agency has also now recast the brand’s colour palette and branded Byron customers as ‘Byronistas’.
Famously Proper marketing and sales director, Simran Sablok, added: “Byron’s been through many pairs of creative hands during our decade and a half in the gourmet burger business – but no-one truly understood the potential for our brand until Taxi Studio came onboard with their unparalleled thinking, creativity, and craft. We are delighted with Byron’s new brand expression – and especially our resident, witty poet, OG (aka George, the poetic pickle).”
