We took apart the burger to put together the brand.

About

Burger Temptation is a Sydney-based food truck serving burgers, shakes, and comfort food made for everyone. Known for its friendly vibe and flavour-packed menu, it’s a place where good food, easy laughs, and everyday indulgence come together.

BrandingCampaignVisual Communication

Detailed Scope

Visual Identity Design
Logo Design
Verbal Identity
Packaging Design
Marketing Collateral Design
Campaign Design
Copywriting

Challenge

The food was doing its job. The identity needed to catch up. The existing branding lacked the character and recall to match the experience. Burger Temptation needed a rebrand that captured its energy and appetite, creating a look as inviting as the food it served.

Solution

Dreamjar reimagined Burger Temptation from the bun up, beginning with the burger itself. Its layers inspired a flexible visual system that shaped everything from packaging to communication. The logo, drawn from classic diner aesthetics, tied it all together, while a bright colour palette and playful tone of voice gave the brand warmth, personality, and instant recall.

Burger Temptation began as a Sydney-based food truck serving burgers, shakes, and guilty pleasures done right. A people’s place where good food, laughter, and simple indulgence came together. But while the food had personality, the brand didn’t. It needed an identity that captured its spirit and appetite.

So we went back to the source, the burger itself. The logo became the first step in the rebrand. Inspired by classic diners, it was designed to feel timeless yet fresh. The letter ‘E’ in “Burger” takes the shape of a burger,
a simple idea that connects the name to what people love most about it.

From flavour to form.

Everything began with the burger. We looked at it not just as food but as form, finding rhythm and structure within its layers. The energy of orange and the balance of blue became the foundation of the palette, adding warmth and freshness to the visual language. Together, these choices shaped a system that felt true to the brand’s character, generous, recognisable, and full of life.

Burger Anatomy System

The layers of a burger inspired a layered design system. Its shapes expand, stack, and repeat to create a visual rhythm that ties every brand touchpoint together.

Logo as Motif

The logo itself doubles as a motif across collaterals, creating quiet familiarity wherever it appears.

Fun & Buns

A minimal pattern built from the burger in the logo. It’s light, playful, and instantly connects back to the brand without being obvious.

Where the brand found its voice.

The visuals set the tone, but the brand needed words that felt just as real. The language stayed simple, direct, and a little playful. Phrases like “Eat. Burp. Repeat.” and “Halalways Delicious.” became part of its personality, speaking the way its audience did: casual, friendly, and to the point. The same attitude carried into packaging, the food truck, crew wear, and stationery, bringing the brand to life in a way that felt easy, approachable, and true to Burger Temptation.