Graphic

24LAB Gourmet Burgers is a branding and visual identity project developed by Amine Boulanouar for a French dark kitchen specializing in gourmet burgers crafted in collaboration with prominent chefs. The project centers around creating a minimalist yet impactful visual identity, where clean and refined typography plays a key role. The design aims to convey the artisanal quality of the burgers while embracing a modern and distinctive style.

The creative process began with the choice of the name 24LAB, reflecting the 24/7 delivery service provided by the kitchen. The slogan, “L’heure d’un bon burger” (The time for a good burger), underscores the idea that any moment is perfect for enjoying a burger, emphasizing the kitchen’s constant availability.

To enrich the brand’s storytelling, a central character named Le Chef was introduced. This character symbolizes the chefs who collaborate in crafting the burgers, adding a human and artisanal touch to the brands image. Pushing this concept further, the delivery service is depicted as if the burgers are delivered directly from the Chef’s hands, creating an immediate connection between the quality of the cuisine and the customers experience.

This project captures the essence of high-quality cuisine, available at any time, while offering a strong and cohesive visual identity that stands out in the competitive world of dark kitchens.