Delibuns

Two buns and something good between them. That is the whole recipe, and Delibuns has the decency to say so in its name. The first half clips delicious down to four letters; the second names the bread. You can also hear the deli in it, the counter where things are sliced to order and wrapped in paper, and that second reading does the brand nothing but favours.

This is meant to be a pop-culture eatery, quick and unpretentious, and the logo is drawn in that key. The lowercase wordmark is fat, glossy and yellow, squeezed between two halves of a bun while sauce runs out from underneath like a cartoon that could not wait. It belongs on a sticker, a phone case, a skateboard deck. In the merchandise sketch the same mark sits on a kraft box, an orange cap and a white T-shirt, and a bearded man in the full kit grins over a stacked burger as if he has just been told it is on the house.

Simplicity is harder than it looks, and a name like this commits to it. No foam, no tasting notes, no explanation needed at the till: good fillings, well-baked bread, handed over quickly by someone friendly. The coming-soon poster makes the point with a single bun piled with sliced meats, melted cheese and sauce, and not much else.

It wants a bright counter near a college or a cinema, a delivery rider heading out with a stack of kraft boxes, and a table of teenagers ordering exactly what they had last week, because it was good last week.