The neighbourhood Burger Club
Your classic neighbourhood Burger Club — with ‘not so classic’ burgers.
Located in the unique and ornate Rotonda del Tibidabo building in Barcelona, this restaurant pays homage to signature burgers that can be enjoyed in style and without pretence.
Challenge
When the founding partners of Lux & Burg arrived at Red Vinilo they knew they wanted to create a new restaurant with more personality and style. Their main values? They wanted to fashion a unique space to showcase their signature burgers that aligned with their location in one of the most emblematic buildings in Barcelona’s Sant Gervasi neighbourhood.
The new Lux & Burg concept and experience had to connect with audiences of different generations. It should invite them to enjoy delicious classic hamburgers in an unpretentious, elegant and modern atmosphere with table service.
The solution
The new Lux & Burg brand reflects the timelessness of classic elements that never go out of style.
We developed the Burger Club concept to encapsulate the essence of “modern classic” and worked together with the interior design studio Trestrazos to create a 360º brand experience where classic and modern intertwine.
An end-to-end identity
Lux & Burg received a top-to-bottom upgrade. We aligned the creative communication concept with the design of the space proposed by the Trestrazos team. Once we defined a new communication strategy, we also redesigned the visual identity to connect with the experience of a modern and contemporary brand.
We evoked a classic space with style using dark colours and classic typography. The pinstripe and beveled frame design accompany all the applications along with a palette of greens and whites. We wanted to connect the visitor with the experience of a 21st century burger club.
The new verbal identity brings a deliberately more relaxed twist than the aesthetic. We renamed the burgers on the menu to emphasise the quality of their ingredients using a casual tone of voice.
All the expressive decisions in the space, in the menu or in the signage want to convey that you are in a space that is as elegant as it is cozy and that all the burgers at Lux&Burg are simply good.
Photography
We reviewed and photographed the food on offer to align the menus with the neighbourhood Burger Club concept. This would create a better experience both in-restaurant and at-home for takeaway orders. The goal was to capture the essence of the ingredients through a photograph illuminated by natural light, conveying a genuine and unembellished quality, free from artifice or excess.
We chose to shoot the food with lots of light and a natural feel, highlighting the quality of the ingredients and their simplicity In preparation for the sessions, a mood board was created to establish a connection with the communication territory. With the collaboration of the chef responsible for the menu, a stylist, and a specialised photographer, we successfully produced a series of photos showcasing the complete gastronomic offerings for the Lux&Burg, Justeat, and Glovo websites.
Experience
Trestrazos studio redesigned the physical space combining functionality and the brand’s personality in an extraordinary way. To complete the experience, we added uniforms and tableware and created bespoke signage.
The burger club concept also opens the door to holding events and experiences on the premises and running promotional actions associated with the club.
Cosy and chic Burger Club, Lux & Burg, is the new classic neighbourhood spot to enjoy a quality burger with friends and family, no pretence.
This project unfolded during meetings at Lux&Burg — featuring fries, nachos, and burgers — where a multidisciplinary team worked together. We all worked side by side to create a distinctive experience based on one idea: enjoy good burgers in your neighborhood. That simple, that delicious.
