Parts and Labour, a successful Toronto restaurant, was recently voted as having the best burger in the city. So they gave their award-winning patty a place of its own – P&L Burger. They were looking for a new identity that gave a nod to their existing brand.
Much like a good burger, our identity started with the patty. This circular shape was incorporated into every element from the logo to the stickers to the take-out bags. We also included a few references to the look of old burger shacks, like with our wrapper.