Umami Burger built its branding around the central, distinguishing concept of the "fifth taste" of umami—the savory flavor profile found in aged cheeses, mushrooms, and cured meats. This focus positioned the brand as an upscale, gourmet burger chain, moving beyond traditional fast food to create a high-end culinary experience.

The physical design and visual elements reinforce the brand's sophisticated, flavor-forward identity. The abstract logo design is a simplified graphic that resembles the two halves of a hamburger bun, a subtle nod to the product itself. The overall goal was to create an elevated experience that was both trendy and immersive, aiming to transport the guest's imagination and palate.

Our brief was to make a super memorable, pop culture inspired, yummy identity that does not exist in India.