No pickles if you don’t want them: velvele’s brand for Razz Burger heightens its DIY experience

Razz Burger is flipping the script in the burger game – the gourmet shop offers a DIY experience, ‘blending carefully curated chef-designed burgers with the thrill of creating your own masterpiece,’ allowing customers to build the burger of their dreams. To underscore this unique offering, the brand reached out to Milan-based studio velvele to create an identity that would encapsulate the charm of their burger joint. For Creative Director Çagıl Aygen, the solution to the brief was a no-brainer – a handcrafted custom typeface, to perfectly complement the DIY gourmet experience. The result is the unmissable, all-lowercase wordmark. Seen across packaging, plates and stickers – and splashed in Kelly Green – the identity doesn’t scream for attention, and yet manages to get it. “Being a type designer who has published best-seller font families for over ten years, I couldn’t waste this opportunity to design a custom typeface for a brand that focused on the personalised burger experience,” shares Aygen. “Inspired by street graffiti, our custom typeface adds a bold and street-style vibe to the brand. The chunky and fat letterforms in the logotype strike the perfect balance between boldness and handwritten charm,” he adds. Each letterform, with its imperfect style, reflects the individuality inherent in the DIY process, akin to selecting ingredients for a personalized burger.