Bobby’s Burger Palace

Pentagram’s new identity for Bobby’s Burger Palace in Lake Grove, Long Island.
Conveniently, each word in the name has six letters: sandwich them together and,
rather nicely, you get two buns, a burger (and some lettuce)
Burgers. They’ve been getting a bit of a bad press recently. So it’s nice to see a design studio having a decent pop at designing an identity for a range of burger restaurants, which, these days, could be thought of as a potentially healthy-eating (ahem) hot potato. But Pentagram has firmly grasped the buns here, so to speak, with its bright and bold identity work for celebrity chef Bobby Flay’s Burger Palace. To us it’s indicative of the time when chomping responsibly on the odd burger was supposed to be fun. Well at Bobby’s it clearly is, and Pentagram look to have made the experience a little more enjoyable…

Bobby's logo
Pentagram’s new identity for Bobby’s Burger Palace in Lake Grove, Long Island.
Conveniently, each word in the name has six letters: sandwich them together and,
rather nicely, you get two buns, a burger (and some lettuce)

Burgers. They’ve been getting a bit of a bad press recently. So it’s nice to see a design studio having a decent pop at designing an identity for a range of burger restaurants, which, these days, could be thought of as a potentially healthy-eating (ahem) hot potato. But Pentagram has firmly grasped the buns here, so to speak, with its bright and bold identity work for celebrity chef Bobby Flay’s Burger Palace. To us it’s indicative of the time when chomping responsibly on the odd burger was supposed to be fun. Well at Bobby’s it clearly is, and Pentagram look to have made the experience a little more enjoyable…

Designed by the studio’s Michael Bierut and Joe Marianek, the identity further informs the design of the restaurant itself, which was created by the Rockwell Group, and also the look of the menus, uniforms and signage. And the chunky type is set in a customised version of Hoefler & Frere-Jones‘ Knockout font.

Bobby's packaging
BBP packaging

Bobby's menus
BBP menus

Bobby's interior
The interior of the restaurant, designed by the Rockwell Group and based on Pentagram’s identity

Bobby's crunchified
Crunchified: to have chips (fries) added to ones burger. Nice type!

Bobby's front
The outside of Bobby’s, should you be passing the Smith Haven Mall in Lake
Grove, Long Island sometime soon

More images at Pentagram’s blog.

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