Big Bad Burgers
Big Bad Burgers is a burger bar where you are encouraged to be bad and indulge in big greasy burgers with a beer at the bar. Customers come in after a long day of work to just let go and eat like an animal. Originally Big Bad started out as a soda company but the project had pivoted to focus on a burger business.
The branding for Big Bad Burgers had started as branding for a root beer but had changed to the burger bar concept late in development. The focus on the indulgence had stayed the same for both iterations of the company. Use of the wolf and forest imagery created that feeling of impulse and acting on instinct.