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Some playful yet understated projects this week, with work from Melbourne, Antwerp, and Seoul.

Huxtaburger by Pop & Pac

Huxtaburger by Pop & Pac

Huxtaburger is a hamburger joint in Melbourne, Australia. When I first saw this project, by local firm Pop & Pac, I thought it was by an over-ambitious student because there is no way any client — even an independent burger place — would adopt this design much less produce it. Even after I looked at Huxtaburger’s site, I kept thinking “Nah… no way” but after checking their Instagram account I could confirm that, yes way. It’s not that it’s the most amazing or groundbreaking design ever but it’s pretty wild design-wise and not easy production-wise, since everything is full bleed. The torn-paper-like illustrations are perfectly done, in a great color palette, and the hidden little human figures throughout are awesome. The condensed, loosely letter-spaced sans serif logo is a great complement and the burgers inside the packaging don’t look half-bad either. See full project

FIRM by Mirror Mirror

Firm by Mirror Mirror

FIRM is a cosmetic clinic in Antwerp, Belgium, offering aesthetic treatments for body and face. Their former name was Medipolis Beauty Clinic, which is not very lifestyle-ish, and their identity wasn’t exactly reaffirming. The new name, logo, and identity, by local firm Mirror Mirror positions the clinic to be upscale, fashionable, and on top of its game. The logo is a non-surprising disappearing-thin-line-stencil serif that we’ve seen a dozen times but the identity is top-notch… literally, with a curvy pair of notches on pretty much every application that don’t just look pretty but also subtly hint at the nip-and-tuck techniques. If that sounds icky, then let your mind rest on the beautiful and calming colored papers chosen for the print materials. See full project

BEAT360 by ContentFormContext

BEAT360 by ContentFormContext

BEAT360 is a brand experience space in Seoul, South Korea, for KIA where you can see their cars, have some coffee, and ogle at the intricate space. The identity, by local firm ContentFormContext, translates the name into a typographic treatment with a literal beat in motion and a smartly implemented strategy in physical materials where the “beat” can be represented in different stages. The no-expenses-spared experience allows the production of all the materials to be crisp and elegant and applied everywhere from stationery to glass without, well, missing a beat. See full project

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