Contributed by André Giacomucci of São Paulo-based Mucci.
The Burger Map is a hamburger place in Santo André, São Paulo, Brazil.
Created by Brazilian lovers of American culture and cuisine, this place has everything a “hamburger worship temple” should. It was inspired by George Motz’s book, Hamburger America, used as a reference guide to create a rotating menu of special burgers, made with beef that’s freshly ground daily.
In addition to using his book for research, the owners made numerous trips to the heart of burger country just to make sure they got it right. That expedition gave the name The Burger Map.
The research wasn’t for popular fast food or gourmet burgers. It was for burgers typical to each region, made by people who really like to make hamburgers. From Oklahoma to Los Angeles, different places and people helped frame the concept of what would come to be the perfect burger.
One week the menu might have the Oklahoma onion-fried burger, then the next you’ll see Connecticut’s steamed cheeseburger. The basic hamburger, which is topped with onion and tomato, pays homage to New Haven’s Louis’ Lunch, widely recognized as the originator of the all-American hamburger back in 1900. Other American classics at The Burger Map include Milwaukee’s Butter Burger and Minneapolis’ cheese-filled Ju(i)cy Lucy.
To create the logo, Mucci Estúdio was inspired by vintage American brands. While looking for vintage typefaces we found Horndon, a decorative art nouveau style typography, then customized it.
By removing the centre of each letter, we realised we could create a burger with the shapes.
We customized two other typefaces for printed materials and created a pattern with the 50 American states to be applied to collateral.
Mucci Estúdio also reproduced a map showing the states of each burger origin. Thus, visitors can better understand the concept of the place, become familiar with the location, and identify which one is the perfect burger for themselves.
To create The Burger Map blog, we followed the responsive design philosophy. Internet users on smartphones and tablets can browse the site without hindrance.
Mucci Estúdio has worked with The Burger Map since the restaurant opened. Until now, we created different placemats, sticks, two beverage menus, four burger menus, a blog, and the website.
View more identity work on the Mucci website.