Hellmann's Burger Route
Scope: Logo Refinement | Visual Identity | Campaign Branding
Hellmann's Foodservice launched Burger Route in 2015 as a restaurant operator sweepstakes in Atlanta, Chicago, and Los Angeles. As the campaign expanded into Canada and evolved into a broader consumer-facing promotion in 2016, the visual identity needed to support its growing reach.
While working at Marlin, I was responsible for refining the Burger Route logo, transforming the client's original concept into a more polished, cohesive campaign identity.
My focus was on strengthening the logo's visual balance, typography, and overall execution while maintaining the personality and recognizability of the original concept. The final design provided a more unified visual presence for the expanded campaign.
This project highlights the evolution of the Burger Route identity, from the original 2015 concept to the refined logo used for the 2016 promotion.