Collaborated with Mel Zhou to develop Boy n Burger, a concept driven by the vision of making high-quality, affordable burgers accessible to all. Tasked with the entire project from start to finish, including identity design, experience design, and delivery.

Developed a positioning and proposition that aligned with the founder's vision of "better burgers for everyone." Created a contemporary take on a traditional American burger joint, capturing this essence in the design. Centered the identity around a character named Bobby Boy, with several secondary and tertiary logos for packaging and interior applications. Worked closely with third-party photographers to ensure visual consistency across all elements.

Delivered a comprehensive brand identity pack along with templates for menus, packaging, and social media marketing. Ensured a cohesive and professional brand presence, supporting Boy n Burger's vision and growth.