Burgers with a side of slapstick
Client
Ouch
Deliverables
Brand strategy
Brand platform
Brand design
Web Design
Art direction
Illustration
Year
2024
Credits
Henriette Heimdal
Morten Kantsøe
Ouch is a smash-burger chain aiming to set a new standard in the European fast-casual market. With simple, high-grade ingredients at its core, Ouch takes every part of crafting burgers down to the detail. With ambitions to scale, the identity had to be distinct, flexible, and instantly recognisable.
The name plays on the “smash” in smash burgers and shapes the brand’s concept.
Inspired by the universal language of physical comedy, the concept leans into exaggerated mishaps, nodding to everything from silent films to internet fail culture.
The identity carries through into the ordering experience, taking convenience seriously without taking ourselves too seriously.
At Ouch’s flagship location, the identity served as the foundation for a space built around take-away with seats for a handful of diners.
