HipBurger Mauldin

H&H Brands initially engaged Radium to develop a prototype building that would embody their mission and brand identity. The challenge of translating a brand into architecture can be complex, but in this case, HipBurger provided a well-defined brand package outlining their mission, colors, and design standards. This foundational framework streamlined the process, ensuring the prototype building captured their vision with a compelling and cohesive visual identity.

H&H Brands aimed to connect with young professionals in urban and semi-urban transitional areas. To resonate with this demographic, HipBurger focused on delivering what matters—style, simplicity, and a contemporary atmosphere. Radium translated this vision into signature graphics, colors, and materials, crafting a sleek and fashionable prototype adaptable to any site. As HipBurger’s brand package states, ‘Our personality is how we connect with our patrons in a way that is relevant, engaging, and memorable. We keep it simple because we want our patrons to have a break from fussiness… And we keep it upbeat because hey, everyone is happier that way.’

HipBurger wanted to develop a design for their interior and exterior that uses their signature brand palette, this palette is their primary way of expressing the personality of their brand. They use the colors of their simple, no-nonsense, food approach. These colors include charcoal (dark gray), tomato (red), mustard (yellow), and lettuce (green). The combination of these colors pop and make the environment upbeat. Not only did HipBurger provide their signature color combination, but they also introduced the ‘burger wave’—a geometric take on hamburger buns—further reinforcing their distinct brand identity.

With a thorough and thoughtful approach, Radium presented H&H Brands with several visual concepts that embodied their voice and personality within the building’s design. Carefully integrating elements from the brand package, Radium strategically applied colors throughout the interior and exterior to create a cohesive and expressive identity. The exterior design features charcoal gray as the primary building color, with the signature ‘HipBurger’ red prominently showcased in the tower element at the entry. Adding a distinctive touch, metal panels display the yellow burger wave—setting HipBurger apart from other fast-casual restaurants. Additional branded colors appear in window film and metal awnings, reinforcing the brand’s presence. Inside, Radium extended the vibrant identity through carefully placed paint, graphics, and furniture, crafting a fun and welcoming environment that resonates with both their target audience and the wider community.