Comfyburger

Most restaurants would like you to sit up straight. Their chairs are chosen to be wiped down rather than sunk into, and the table is expected back within the hour. Comfyburger starts from the other end of the room. The name puts comfort ahead of the food and asks what a burger place would look like if it were furnished like somebody's sitting room.

The concept images answer with soft furniture. In one, a pair of legs in faded jeans and white trainers stretches along a leather banquette, crossed at the ankle, while a bacon cheeseburger and a heap of fries wait on a wooden plate within reach. In another, two burgers sit on a low oak coffee table in front of a cream sofa piled with cushions and a knitted throw, a lamp glowing in the corner and late sun coming through the curtains. Nothing in either frame is rushing anywhere.

The logo carries the same thought in miniature: a smiling burger resting on a plaid cushion with tassels at the corners, ringed by the line 'your comfort food', set in lower case as if said quietly. That phrase is the clever part. Comfort food is already what people call a burger on a bad day; this name builds the room around the feeling.

For a buyer, it points to a hospitality brand more than a fast-food one: deep seats, low lamps, blankets folded over the arm of each sofa, and staff who would rather you stayed another hour. It would work just as well for a delivery brand for nights in. Most people already own the sofa.