Jerrell’s Betr Brgr | Fast Casual Restaurant Brand Identity

Vegan smash burgers served with a wink & a smile.

Hifi worked with serial entrepreneur and NYC native Jerrell Obee to embark on the branding and launch for his first ever restaurant concept: Jerrell’s Betr Brgr – a 100% late night, plant-based, black-owned burger joint in SoHo, NYC. With a goal to become a culinary landmark and the best (vegan) smash burger in NYC, HiFi collaborated with Jerrell to create a robust brand identity system that combined American fast-food nostalgia, a bit of NYC edge and straight forward language that communicates the brand’s offerings.

In the first year, Jerrell’s broke 1MM in sales, sold over 100,000 vegan patties, and was crowned the “Best Vegan Burger in NYC” by Bloomberg and Mashed. Jerrell recently opened his second location in Hoboken and doesn’t plan to stop anytime soon.

Strategy; Positioning; Name; Tone of Voice; Communication Strategy; Brand Identity; Art Direction; Signage & Wayfinding; Packaging Design; Menu; Collateral; Uniforms; Website; Social Media
There are hundreds, if not thousands of burger joints in NYC. While plant-based spots are still emerging, more are opening every day. We needed to help Jerrell stand out from the crowd, helping him to find his own unique voice within this space.
Many Americans want to incorporate more plant based eating into their diets, but often feel intimidated by the vegan community or don't know where to start.
Being a transitioning vegan himself, Jerrell knew he'd be much less likely to "cheat" if he created a 100% vegan burger joint that would rival traditional late night smash burgers a la Shake Shack that he grew up loving.
Interiors - The Restaurant Design Co.
Photography - Kevin Pineda Gould
Photography - Noah Fecks Studio
Over 100,000 burger patties sold
Over 5 millions views on Social
First full Year over $1mil in revenue
Crowned the best Vegan Burger in Nyc