The Concept: ΣΜΑΣΕΡΙ bursts onto the food scene with a bold, unapologetic visual identity that captures the playful spirit of American smash burgers fused with urban cocktail culture. The name—ΣΜΑΣΕΡΙ—draws on the act of smashing, a nod to both the signature burger style and the rebellious, high-energy tone of the brand.

The visual language is loud, energetic, and packed with attitude. Punchy graphics, emoji-like icons, and expressive typography are combined into a modular system that mimics fast-paced street culture. Packaging becomes part of the storytelling—each fry box and burger sleeve communicates a message or moment, turning every order into a branded experience.

The color palette leans into strong contrasts—navy, white, red, and a shot of vivid accents—evoking both Americana and contemporary fast-casual dynamism. Humor-driven slogans like “Softer buns, fewer red flags” and playful visual metaphors reinforce the personality of a brand that doesn’t take itself too seriously but takes flavor very seriously.

Ground Branding delivered a full visual system spanning logo, packaging, signage, and social media applications—every detail choreographed for maximum impact.