Premium ClubPB-0033
Massive Burger
massiveburger.com
Big enough to need a plan of attack
$2,000
Scorecard
How names are chosen- Memorability
- 4/5One loud adjective and one noun: hard to forget once seen on a box
- Pronounceability
- 5/5Spelled as it is said, with no room for doubt
- Brevity
- 2/5Thirteen letters; the logo splits it over two lines to fit
- Distinctiveness
- 3/5Size words are common on menus, so the claim is clear more than unusual
The story
Ask people whether size matters in a burger and most will say no. Then they order the large. Massive Burger is the name for a kitchen that stops pretending.
The ambition is simple and slightly alarming: a burger billed as the biggest in the city, built so high that a full bite becomes a dare. That is a promise a kitchen has to keep every day, and the name will not let it forget. Nobody walks into a place called Massive Burger expecting a modest portion, although the sketches do include a side salad, for the record.
The concept images carry the idea all the way to the packaging. The logo sits above a triple-patty tower of bacon, pickles and melted cheese, with a white sauce sliding down the side and flames rising behind. In the second sketch, a bearded chef and a smiling colleague each hold a stack of their own, surrounded by black boxes, fries cartons and red and blue cups, every one stamped with the same yellow and white lettering. A massive burger needs a box that can be read from across the street, and these can.
I would build the menu around the dare: one challenge burger with a wall for the photographs, a sharing size for groups, and a sensible option for the friend who came along to watch.
Why it works
Size is the easiest burger claim to grasp and the hardest to forget. Massive Burger puts it in the name, so the menu, the box and the photograph all have one job, which is to show the stack. The word even sounds big: two heavy syllables with a hiss in the middle.
Who this suits
- A burger bar that wants its signature stack to be the dare people film for their friends
- A late-night grill near a gym or a campus, where appetite is the whole point
- A food-truck operator whose entire pitch is one towering burger
Suggested uses
- a burger restaurant
- an eating-challenge menu
- a late-night delivery kitchen
- a food truck
- a family sharing box
Mock-ups
Drawn from the logo by this site, to show the name at work on a card, a phone, a homepage and a shopfront.
Massive Burger
massiveburger.commassiveburger.com
Menu · Visit · OrderBig enough to need a plan of attack
Find usWhat you receive
- The registration of
massiveburger.com, transferred to your account - The wordmark as an SVG file, with a colour suggestion
- The story and rationale on this page, for your own use
Not included
- A registered trademark
- A company registration
A trademark can only be applied for by an operating business, for its own goods and territories. The terms explain what is and is not sold.
