visual identity

Innovation has always been the driving force of change. During the Second Industrial Revolution, packaging began to play a key role in differentiating products and telling stories. In this context, visionary entrepreneurs such as William Lever, radically redefined convention, creating packaging that not only protected the product but also turned it into a symbol of identity and relevance.

Following this philosophy, The Fitzgerald, a burger brand with a disruptive DNA and a unique personality, launched a design competition for its new packaging. The challenge was clear: to create a black-and-white design that reflected its irreverent, bold and ever-evolving spirit. We embraced the challenge with one goal in mind: to design packaging that would not only contain the product, but also express the brand’s attitude, courage and fearless drive for innovation.

Our proposal drew inspiration from the history of packaging to reinterpret it, resulting in a design with strong visual presence and a bold character. Every line, composition and white space was carefully considered to convey the essence of The Fitzgerald: being disruptive, relevant and always striving for the best version of itself. Packaging that not only fulfills its function, but also communicates, challenges, impacts and leaves a lasting impression.

Although our design was not ultimately selected, becoming finalists in a competition that celebrates innovation confirmed that we are on the right path: creating design solutions that tell stories, challenge conventions and deliver real value.