Visual identity for this 1950s inspired burger bar with a modern, locavore twist

American Grind takes the classic burger to a new level, using only local ingredients from Colorado and making everything from scratch - from the pickles and ketchup, to the buns and ice cream. They strictly source from grass-fed and finished beef producers that embrace biodynamic agrarian ideals and push for more sustainable practices that not only better their herds, but the ecosystem as a whole.

Initially launched as a food truck, American Grind were looking to take their brand to the next level as they prepared to open their first brick and mortar establishment in Avanti F&B. We updated their visual identity by creating a logo and ingredients repeat pattern that reflects their responsible operation and sustainable approach to food. We also created signage, menus, and various other pieces of brand collateral.

People are more conscious than ever about what they eat and where their food comes from, this mentality has helped shape American Grind’s success. In addition to numerous pieces of positive press, American Grind won Westword’s Best Veggie Burger 2017. Happy cows. Healthy Beef. Mindful Farmers. Local Ingredients. Made from Scratch.

Creative Director: Rob Fieldhouse
Photos: Lucy Beaugard & Rachel Greiman