Forty Eight Point One celebrate Burger & Lobster’s wonderful juxtapositions with a fun makeover 

To mark their 10-year anniversary, Burger & Lobster were eager to return to their roots; to the unorthodox ethos and industry-disrupting offering that kicked off their beloved reputation in the first place. Now a global restaurant chain with locations in New York, Bangkok and Kuwait City (to name a few!), it was time to reignite the rebellious spark whilst staying true to their heritage. When London-based creative agency Forty Eight Point One were invited to evolve the brand, a question was raised: how can you surprise an audience when the experience itself is a household name? In response, the team devised and crafted an identity around the idea of ‘Grown Up Play,’ where the playful nostalgia of burgers blends with the decadent indulgence of lobsters. It’s fun, messy, visceral, and certainly, unpretentious. At the heart of the revamp is a tone of voice and type-led visual language that champions the power of words; punchy copy pairs with equally striking typography to communicate the restaurant’s beautiful juxtapositions. The Scotch Roman ‘lobster’ serif of 205TF’s Cardone unites with the bold ‘burger’ sans serif of Family Type’s Bossa. This pairing, according to Creative Director Paddy Carey, gave the team “the freedom to explore two contrasting personalities” associated with the two foods. “When thinking about language and copywriting,” he continues, “Cardone provides balance and a tone of witty elegance against the more fun, playful tone of Bossa.”