The Burger Map has been a special client for Mucci.co since its inception, with our partnership starting from menu tests and the grand opening in 2010. As they celebrated over 10 years of success, the challenge was to create a brand identity that honors their passion for authentic American burgers while keeping the visual elements fresh and exciting.

In 2022, we delivered a complete rebranding for The Burger Map, including updated visual elements, new typography, and an expanded color palette that rejuvenated the brand while honoring its rich history.

We preserved the core narrative that has driven The Burger Map since its inception—authentic regional American burgers inspired by road trips across the U.S. This identity still reflects the passion for discovering the stories and recipes behind each burger, inviting customers to “travel the U.S. through burgers” without leaving Brazil. The introduction of Gropher, a bold and modern typeface, added a fresh twist while complementing the brand’s playful vibe. Our vibrant new color palette—featuring hues like Cherry Tomato, Pink Lemonade, American Cheese, Bread Roll, and Extra Dark Chocolate—brings energy and excitement to every touchpoint. We also created lively illustrations that capture the fun spirit of The Burger Map, enhancing placemats, delivery materials, and social media presence.

Continuing our collaboration, we developed seasonal campaigns and special event branding for key events like the BBQ Burger Bash and American Breakfast. Each event features custom graphics and promotional materials that embody the brand’s playful and authentic energy, ensuring a cohesive experience across all platforms.