Maître Smash is a new fast food restaurant in Blanc-Mesnil, inspired by the growing success of smash burgers.

The agency created the new restaurant’s visual identity, print materials and website, to help it promote its speciality and quickly make a name for itself.

A playful logo inspired by pop culture

Following the best graphic practices of the fast-food sector, the logo clearly illustrates a burger, so as to be recognizable from afar. The checkerboard, used on the restaurant’s tiled floor, is used in the center of the circular logo, and "explodes" around it in spokes, thus emphasizing quality and subtly evoking the technique of "smashing" the ground steak, i.e. flattening it as much as possible when it is seized. Its style is inspired by pop culture, for an accessible identity that speaks to the widest possible audience, and its italic typography is tilted forward to give the logo movement.

Communication media with character

The agency also created the restaurant’s packaging, menu, bag and website. Various pictograms were created based on the minimalist style of the logo (drink, French fries, milkshake, dessert...) to make the menu and formulas easier to understand. The checkerboard gives character to communication media and is easily identifiable from a distance (on the bag, for example). It also helps structure the elements on the homepage. The colors black and red are often used in the burger world, providing a point of reference. The irregular use of red gives rhythm to the communication. Photos of burgers are deliberately zoomed in ("macro") to emphasize the generosity and deliciousness of smash burgers, and to highlight the meat.