a burger brand built to be seen before it's tasted.
about the client
Makeez is a burger brand from Dubai's Al Khawaneej — smashburgers, sandwich-bar energy, cocktails and a loud casual-dining attitude. It carries real history, 'Est. 2007,' but needed to feel sharper and more current for a new visual generation. The food is indulgent, handheld and messy, and the brand had to carry that same appetite everywhere it shows up.
the challenge
The brief was to rebrand Makeez without it becoming a generic burger joint. Burger branding falls easily into the same clichés — flames, mascots, heavy black boxes, tired fast-food cues. Makeez needed something ownable: street-smart, fast and instantly recognisable, with enough craft to carry boxes, wrappers, bags, stickers, loyalty cards, social and food photography. Every touchpoint had to feel like part of the meal, not packaging around it.
our solution
We built a type-heavy, modern-retro system that's loud, graphic and craving-led. A chunky, slightly playful serif gives the wordmark the confidence of an old food sign with new-age attitude, while a custom bite-mark burger icon became the brand device — simple as a badge, expressive enough to look like someone got there first. A saturated palette of deep green, flame orange, cream and black sets appetite against attitude; grids, bold shadows and repeat-logo layouts add diner energy. The packaging was built to be collectible and social-first — graphic boxes, orange-and-green wraps, bags, seals, flags and loyalty cards — and the photography went flash-heavy and street-style, all hands, sauce, gloves and melted cheese.
one bite says everything
We treated every surface as part of the eating experience — the box, the wrap, the bag, the sticker, the loyalty card, the social post. The bite-mark icon ties it all together, turning packaging into something people want to photograph before the first bite. The result is a burger identity that feels confident, street-savvy and expansion-ready: not just a place that serves burgers, but a visual food brand people recognise, shoot and come back to.
but wait, there’s more
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