Paper Plate
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. Inspired by fast food nostalgia, I developed a modern yet nostalgic visual identity that keeps the menu simple and lets the smashburgers speak for itself. From a symbolic logo nodding to its namesake to handicraft food illustrations, every touchstone embraces the sweet sentiment of comfort food. My refresh has helped Paper Plate expand across the city, boasting the best burgers around.
Logo
Packaging
Menu
Signage
Merch
Social Media
Paperwhite-Studio (2024)