OUGD603 - Extended Practice - GoodBurger Co - Byron Concept Research

The final example of research looked at the brand identity of the chain Byron Burgers or more accurately the lack of brand identity.

Rather than focussing their brand identity on one singular theme like Red’s True BBQ identity instead the Byron Burger identity is ever changing. Since the opening of their first burger restaurant in 2007 Byron burger have approached their brand identity for each establishment dependant on its own geographic location. With each of the different identities becoming informed by the history and influence of its local area.

This offers an interesting perspective in to how brand identity can be influence by geography, and how this can help to brand an establishment successfully.

“For the past few years the British hamburger chain Byron, which launched in 2007, has had an approach to identity design that flies in the face of branding fundamentalism, and reflects the more current notion of ‘dynamic identity’.

Yet ‘dynamic’ is not quite correct to describe an identity, steered by designer Ben Stott, for which there’s no logo – and no easily describable ‘house style’. Stott has taken a playful approach to every aspect of a chain in which the most consistent elements appear to be the hamburgers themselves, and the word ‘Byron’, with the branding for each restaurant designed in relation to its geographical area. Such ‘anti-branding’ appears to have worked well for a chain that in six years has grown from a handful of London burger joints to 35 in the UK.”