5 Guys - Infiniqe Marketing

Overview

5 Guys has been a beloved Washington, DC area staple since 1986. Founded by Jerry and Janie Murrell, the family opened their first carry-out burger joint in Arlington, Virginia, offering hand-formed burgers cooked to perfection on a grill and fresh-cut fries cooked in pure peanut oil.

Work Undertaken

The brand sought to establish a strong visual identity, for which we crafted a cohesive brand identity that would resonate with the Australian market and reflect 5 Guys’ heritage and commitment to quality.

The Enigma's Solution

We crafted a comprehensive approach to establish 5 Guys as a distinguished burger brand in Australia. This included designing a distinctive logo, creating eye-catching packaging, and developing a menu that highlights the brand’s quality and variety.

Branding

The logo features a line art of a burger. The design starts with the bun, spirals to depict the filling, and then continues to form the bottom bun in a zigzag pattern. The zigzag lines create a “5” in the center, representing the five Murrell brothers.The packaging is clean and minimalist, featuring a white background with the logo prominently displayed in the center. Below the logo, the brand name and “Burgers and Kebabs” are written, maintaining a sleek and professional appearance.The menu is simple yet attractive, showcasing the brand name and logo. It is divided into sections such as burgers, chips, and kebabs. Each burger’s ingredients are listed underneath, with prices clearly displayed next to each item. A high-quality image of a burger or wrap is placed at the bottom, enhancing the visual appeal.