~ Scope

Underdog is an Aussie-born, Europe-based burger joint with a bold, street-style attitude. The brand identity needed to capture its unpretentious, fun-loving energy—where juicy, stacked burgers meet a raw, urban aesthetic. Inspired by Keith Haring’s iconic dog, the visual direction blends playful, graffiti-style graphics with a nod to classic fast-food nostalgia. The goal was to create an identity that feels effortless yet instantly recognizable, standing out in a crowded market.

~ Process

The design approach focused on balancing grit with personality. A hand-drawn logomark channels Haring’s signature movement, giving the brand a sense of dynamism and character. Typography leans bold and punchy, echoing the no-fuss, full-flavour attitude of the food. A colour palette of high-contrast tones and vibrant pops keeps the visuals engaging, while packaging and signage incorporate a mix of street art elements and cheeky messaging. Every touchpoint reinforces the brand’s easygoing, rebellious charm.

~ Solution

The result is an identity that feels alive—playful yet raw, energetic but never overworked. Underdog’s branding doesn’t just sit on a wall or a menu; it moves, interacts, and invites people in. It speaks to those who appreciate great food without the pretension, creating a visual language that matches the experience: bold, unapologetic, and effortlessly cool. From digital assets to in-store graphics, the identity brings Underdog’s spirit to life, ensuring it stands out in the European burger scene.