Burgerls

Say Burgerls out loud and the ending gives the game away. The burger finishes in girls, and the join is so neat that the word seems to have been waiting for someone to notice it. The idea behind it is just as direct: a burger kitchen run, and mostly owned, by women, with the grill as their stage and the door open to everyone.

The brand board is unusually sure of its voice. The bag says 'Built by Her'. The wrap says 'She Made This'. The box reads 'Girls Who Grill', a photo of tongs over the flames is captioned 'She Runs the Grill', and a pink band across the top states the position plainly: 'Strong Hands. Stronger Burgers.' Even the colours have names, Power Pink and Burger Yellow against charcoal black. The logo comes in three parts that work alone or together: a looping pink script, a burger folded into a capital B with a flame on top, and a grinning cook in a backwards cap with her spatula raised over the line 'Grilled by Girls'.

There is more here than a pun. I can see it as the place where a founder meets an investor over lunch, where a women's business network holds its monthly breakfast, where a teenager notices who is running the pass and files the thought away. The sketches keep it warm rather than stern: three friends in branded tees, arms round each other, laughing at something off camera. The welcome is meant literally. Men eat burgers too, and the name has no quarrel with them; it simply wants them to know who made dinner.