Planetary Burger
Planetary Burger set out to change the way we think about comfort food. Their mission was to make plant-based eating not just better for the planet but genuinely craveable. I partnered with the founders on creative strategy and brand writing to shape a story and voice that could inspire a movement built on joy, not guilt.
Case study
Challenge
People want to make more sustainable food choices, but plant-based options often feel like a compromise. Planetary Burger began with a test kitchen on Vancouver’s Main Street serving burgers, fries, and shakes. But the founders envisioned something bigger: a platform that could expand into other comfort food classics under the broader Planetary name. To succeed, they needed a story that could scale with that ambition while standing out in a crowded and often polarized category.
Strategy
We defined a positioning centered on chef-driven comfort food that simply tasted amazing, no imitation required. The brand’s promise, Comfort food for the planet, captured its purpose in a single, uplifting idea that connected pleasure and purpose while allowing room for future growth.
Execution
The creative direction embraced a spirit of retro-futurism, inspired by the optimism of mid-century diners reimagined for a sustainable future. I developed the brand narrative and voice to reflect that energy: fun, confident, and rooted in joy and belonging. The visual identity extended this through soft pastels, bold 3D typography, and clean iconography that broke from the conventions of plant-based branding. This brand world became the foundation for everything from product naming and menus to store signage, social media, and promotions.
Outcome
Planetary Burger launched with a distinctive identity, scalable strategy, and bold voice that made sustainable eating feel fresh and inclusive. By leading with flavour and optimism, it proved that better choices don't have to feel like sacrifice. They can be an indulgence.
