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.

The DIY experience is ever-present throughout the design system. The menu, for instance, is also designed to encourage interaction. “While customers can opt for ready-made burgers, we’ve integrated an option for burger enthusiasts to customise even the prepared options,” notes Aygen. Designed as forms, where options can be ticked according to preference, the menu pulls the customer into every step of the ordering and burger-inhaling experience. “Inspired by the famous ‘IKEA effect,’ this approach sets Razz apart by creating moments of connection between the brand and its customers,” shares Aygen, about infusing the brand-building process with a spirit of creativity and craftsmanship, which sets the stage for each customer to become a culinary star.

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