paperscrew
paperscrew

Dine-a-Might Brand Identity

Client:
Independent Concept
Industry:
Food & Beverage
Year:
2020
Role:
Brand Identity, Art Direction, Illustration, Packaging, Visual Direction
Close-up of a cheeseburger with bacon and melted cheese
Hand-drawn comic explosion reading Boooom!!! in white on deep blue
The tagline Light your senses on fire repeated in alternating solid and outlined red type
Dine-a-Might logo with the tagline Light your senses on fire next to a burger bomb mark, blue on red
Dine-a-Might packaging with a burger box, drink cup, fries and printed wrapper
Dine-a-Might menu with a burger illustration on a blue surface
Burger patty searing over open flames
Two red posters, one with the tagline over a burger illustration and one for the All New Buzooka Burger
Three wrapped burgers on red, one wrapper printed with the Dine-a-Might logo
Billboard with the Boom burger illustration and Light your senses on fire against an orange sky

Dine-a-Might is an independent concept for a Chicago burger chain founded by two fictional veteran brothers. The identity explores how far a brand can push battlefield theatrics and comic-book humour without losing the appetite appeal.

We designed a full system covering the logotype, visual direction, illustration, menu ideas, and packaging concepts. It needed enough story to feel like a place people might visit, while remaining practical across printed, digital, and in-store surfaces.

An exaggerated wordmark and dense type create the sense of a comic-panel headline. Military greens, flame tones, neon accents, menu names, and character-led graphics turn the fictional premise into an operating voice.

The concept lands as a loud, readable food brand with a clear point of view: staged for entertainment, but designed to function like a real rollout.