Paper Plate

Brand Identity

Paperwhite Studio, 2023

Tastes like home.

An unfussy homage to the classic American burger, Paper Plate is part of a series of renowned chef-driven food concepts in New York City’s smorgasburg. Serving up simply delicious smashburgers and sides, the burger shop keeps the menu simple and lets the quality of its food speak for itself.

Inspired by fast food nostalgia, we developed a familiar yet fresh visual identity. From a symbolic logo nodding to its namesake, to handicraft food illustrations, every touchstone embraces the sweet sentiment of comfort food.

Since our rebrand, Paper Plate has continued to expand across the city and boast the best burgers around.