How did The New Company position the burger as a cultural icon?

The burger holds a peculiar place in cultural consciousness – simultaneously everyday and iconic, humble and celebratory. One Burger recognises this duality, positioning itself around the idea that a perfectly crafted burger can unite people across contexts and backgrounds. Founded with the ambition to create a new kind of culinary experience, the brand needed an identity that could honour the burger’s cultural weight while remaining welcoming to everyone. The New Company worked with One Burger from the ground up, beginning with cultural insights work that examined how burgers function within contemporary dining culture. This research phase informed the brand strategy, which in turn shaped the naming process, tone of voice and core values. The name itself emerged from an extensive creative process that explored numerous directions. “We landed on ‘One’ as a simple encapsulation of the promise of uniting people around a burger,” explains Co-Founder & Executive Creative Director Matt Luckhurst. “It’s a name that ties back to the strategic positioning, product and vision of the company. The humble burger, perfectly crafted, bringing people together and sharing in the experience.” The wordmark makes its statement through restraint. Built from a customised version of Helvetica Neue Condensed Black, it features a unique ‘O’ drawn in the proportions of a burger. The circular form functions as both metaphoric symbol and visual identifier, giving the familiar typeface an ownable twist without straying into novelty. It’s the kind of detail that doesn’t announce itself but registers subconsciously – appropriate for a brand that wants to feel both familiar and distinctive.