HEARTH ARCTOS｜复古轻美式汉堡品牌视觉升级

HEARTH ARCTOS 燃熊汉堡的品牌视觉，以“复古轻美式”为核心方向。

整体希望呈现一种更年轻、更轻松、更具有街头感的城市汉堡品牌气质。

品牌大量使用高饱和红色、粗体字形与复古图形语言，并结合金属、瓷砖、纸张等材质，构建出一种介于美式 Diner 与当代年轻文化之间的视觉体验。

在包装、空间与线上视觉中，统一强化“简单直接”的表达方式，让品牌拥有更高的识别度与情绪感染力。

“Better Burgers, Better Days.”

不仅是一句口号，更是一种关于快乐、轻松与城市日常的生活态度。

The visual identity of Hearth Arctos is built around a retro light-American aesthetic.

The goal was to create a burger brand that feels youthful, relaxed, and rooted in urban street culture.

Bold red tones, oversized typography, and vintage-inspired graphic elements are combined with metal textures, tiles, and paper materials to shape a visual atmosphere somewhere between classic American diners and contemporary youth culture.

Across packaging, interiors, and digital touchpoints, the system emphasizes clarity, energy, and strong visual recognition.

“Better Burgers, Better Days.”

More than a slogan, it represents a lifestyle that is simple, joyful, and full of everyday urban energy.

BRAND丨品牌名称 ：HEARTH ARCTOS 燃熊汉堡

INDUSTRY丨品牌物理定位：快时尚餐饮

ADDRESS丨项目地址：天津市

设计团队 / Project team ：NJSTAR设计事务所

设计/策略 总监 / Design Director：吉吉吉颖

插画 / Illustrator：蜗牛仔

设计 / Design：吉吉吉颖、余白、Cloud 李

建模 / Modeling：Choi