Benny’s Burger House is a conceptual rebranding project where I helped reimagine a classic American burger joint with a focus on preserving its vintage character. Rather than chasing trends or modern luxury, the refreshed identity celebrates familiarity and comfort rooted in long standing diner culture. Through this project, I explored how thoughtful rebranding can update an existing brand without erasing its history. I redesigned the logo, typography, and colour palette to improve recognisability while maintaining the brand’s retro spirit. The result is a visual identity that feels warm, timeless, and inviting, reconnecting with loyal customers while appealing to a new generation.
Logo Design and Colour Palette
For the logo redesign, I drew inspiration from classic 1950s–60s American diners, using a hand-drawn character and retro typography to capture a sense of nostalgia and familiarity. The illustration style feels friendly and approachable, reflecting the welcoming atmosphere of a neighbourhood burger house. The colour palette is built around warm reds, mustard yellow, soft cream, and deep brown, colours commonly associated with vintage diners and comfort food. Together, the logo and palette reinforce the brand’s heritage while giving it a clearer, more memorable visual identity.
Pattern Design
The pattern design for Benny’s Burger House draws from classic diner iconography, featuring hand drawn illustrations of burgers, drinks, and familiar comfort food elements. Inspired by 1950s and 1960s American diner culture, the repeating pattern adds personality and playfulness while reinforcing the brand’s retro identity. Used across packaging and brand applications, the pattern creates a sense of consistency and nostalgia, making the experience feel familiar, casual, and memorable.
Brand Attributes
Benny’s Burger House is defined by its warmth, honesty, and nostalgic charm. The brand reflects a friendly neighbourhood burger joint where simplicity and quality come first. It feels approachable, down to earth, and welcoming, celebrating comfort food and familiar experiences rather than trends or excess. With its vintage inspired visuals and playful character, the brand evokes a sense of familiarity that encourages customers to return again and again.
Brand Positioning
Benny’s Burger House positions itself as a classic American burger spot rooted in tradition and authenticity. It is not about being flashy or modern, but about delivering a genuine diner experience that feels timeless. Through its retro visual language, bold yet warm colour palette, and handcrafted details, the brand appeals to both long time customers and a new generation seeking comfort, familiarity, and honest food. Benny’s is a place where memories are made, and where everyone feels welcome from the first visit.
