The design needed to strike a balance between approachable and elevated. I created a strategy built around three core pillars:

Flame: Heat, energy, boldness. Visuals needed spark and confidence.

Halo: Purity, craft, care. A refined touch in details, type, and materials.

Community: Everything from layout to touch-points had to feel welcoming, warm, and alive.

The brand’s tagline—Fast food, but make it fire—inspired the entire visual direction.

This project was an exercise in contrast—balancing polish with grit. One of my favourite moments was refining the flame icon; it had to be sharp enough to feel confident but soft enough to hold its own on premium merchandise. I spent time testing how the identity would flex across packaging, signage, and even staff uniforms, ensuring the design worked from street-level to digital screens.

I also leaned heavily into tone of voice, developing a brand that talks like your boldest friend—but one who knows the best places to eat. Every piece needed to feel like Halo & Flame, even before reading the logo.