Hungry Larry
(002)
- Client
- Hungry Larry
- Year
- 2025
- Services
- Identity — Packaging
Complete identity for a smash burger joint in Paris's 11th: logo, guidelines, packaging, menus and signage. A frank, generous retro American universe, led by Larry and his cap.
The context
Hungry Larry, smash burgers on rue de Charonne, in Paris's 11th. Charolais beef, brioche bun, house sauces and one signature, the Larry Spice. The founder wanted a burger built like a real recipe, served without fuss. Complete identity delivered in 2025: logo, guidelines, packaging, menus, signage and social assets. The brief fit in one sentence: you come here to eat the best burger of your life.
The concept
One simple ambition: give generosity a face. Not a storefront, a character. Larry, cap screwed on, full cheeks, freckles, straight out of a 70s American cartoon. He sells nothing, he feeds you. Around him, a neighbourhood diner transposed to Paris: brick red, cream, paper with grain. The tone follows: informal, short sentences, a little sharp, never corporate.
The system
One mark, three inks and a slogan. The mascot carries the small formats, the logotype carries the storefront, both meet on the apron and the packaging. Black, green, brick red, one ink at a time on a cream ground. The materials do the rest: kraft, canvas, embroidered twill, cotton paper. The tray liner tells Larry's story as a comic strip, house sauce mandatory.
In the kitchen
The identity is made for the kitchen and the street, not for a screen. The apron takes the hits, the cap gets through the service, the kraft bag leaves under an arm. Every object gets stained and kept. That's where the brand is judged: in the customer's hand, not in the guidelines.
A burger and a proper slap, signed Larry.