LOUIS’ LUNCH
A modern heritage identity for the birthplace of the hamburger, bridging legacy with today’s taste.
Louis’ Lunch, a historic burger institution with over a century of legacy, needed a brand identity refresh to appeal to modern audiences while honoring its iconic heritage as the birthplace of the hamburger. The challenge was to redesign the visual identity in a way that celebrated its history, authenticity, and unique cooking methods while introducing contemporary elements to attract a younger, broader demographic. The solution needed to seamlessly integrate the past with the present, making the brand feel timeless yet relevant.
To honor Louis’ Lunch’s deep-rooted history, I retained design elements that spoke to the brand's heritage, such as vintage-inspired typography and a warm, nostalgic color palette with deep reds, creams, and muted browns reminiscent of its original decor. I modernized the logo with a sleeker type treatment, simplifying the design to make it versatile across digital and print platforms while adding subtle details that echoed the restaurant’s early 20th-century origins. Iconography and supporting graphics focused on classic grilling techniques and the sandwich’s unique cooking method, blending historical imagery with a contemporary touch. This new visual identity balanced history with modern appeal, presenting Louis’ Lunch as both a legendary institution and an approachable, timeless experience for new generations.
