Introduction
In today’s hyper-competitive world, the biggest and best brands understand that they are more than just a product or service. They represent an identity, a philosophy, and an experience. That’s where business branding evolves from simple marketing into an immersive journey. At MeatBar Burger’s new branch in Big Fashion Gliliot Centre, I continued to bring my “MB” concept to life through a bold, rebellious, and original artistic design that redefines what a premium burger experience looks and feels like.
The Vision Behind the Design
MeatBar Burger (MB Burgers) has never been about just selling burgers; it’s about crafting an attitude, a movement, and a distinct brand language that resonates with its audience. The goal of this project was to take MB Burgers’ already strong identity and push it further—creating an immersive atmosphere that allows customers to feel the brand rather than just consume it.
Aligning with my Golden Circle approach—Why: To empower creativity, individuality, and connection. How: By blending bold artistic vision with functional design. What: By creating spaces that transform passive consumers into active participants in a brand’s story—the design needed to do more than decorate. It needed to provoke, engage, and connect.
Raw, Industrial, and Rebellious: The MB Burger Aesthetic
To reflect the essence of MB Burgers, I opted for an industrial, urban look that seamlessly blends raw materials with high-energy visuals. The dominant elements include:
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Hand-painted typography that speaks directly to the customers. Large, expressive lettering creates a raw street-style aesthetic, setting the tone for the rebellious nature of the brand.
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Unfinished plywood walls layered with graphics, posters, and graffiti-style messaging, giving the space a sense of energy and constant evolution.
Crucially, the architectural framework—designed by Uri Ben Dror of Studio Mu—laid the perfect foundation for this creative expression. From the very start of the project, this collaboration allowed for complete integration between structure and visual language.
The dramatic lighting, exposed screws, and industrial materials like black-painted metal weren’t just decorative—they were intentionally chosen as part of the architecture to support and amplify the art branding. When architecture and art branding are aligned from the “go,” the result is a cohesive, immersive experience where neither element compromises—and both thrive.
Connecting Customers to the Brand Through Attitude
The biggest mistake many brands make is thinking that branding is just a logo and a color scheme. MB Burgers understands that branding is about building a world—a place where customers feel something beyond just hunger. By integrating brand messaging directly into the architecture and surfaces of the restaurant, we’ve transformed the physical space into a narrative tool:
- Statements like ‘We Do Burgers. Fresh. Awesome. Made on Location. Every Day.’ instantly communicate the core values of the brand.
- A mix of graphic and handwritten elements gives the space a custom, non-corporate feel, reinforcing authenticity.
- Strategic text placement guides the eye and subtly immerses customers into the MB Burger universe.
From Passive Visitors to Active Participants
One of the biggest shifts in branding today is the move from passive consumer experiences to active participation. People don’t just want to buy a product; they want to engage with the brand’s world. The MB Burgers space invites this interaction:
- Tables made from repurposed industrial barrels add to the raw, DIY energy while making a statement about creativity in design.
- Interactive walls with layered posters and writable surfaces encourage customers to be part of the design evolution.
- A restroom that feels like a punk-rock venue rather than a standard commercial space, creating unexpected delight.
The Power of Consistency in a Brand’s Visual Language
What makes MB Burgers stand out is its commitment to maintaining a consistent yet evolving brand language. This location takes everything customers already love about MB Burgers and amplifies it:
- Repetitive brand elements across different surfaces ensure recognition and reinforcement of MB’s distinct identity.
- A balance between digital graphics and hand-painted work ensures the space remains authentic and tactile.
- Layered elements that feel natural rather than overly curated, giving customers the impression of walking into a living, breathing brand experience.
Why This Works for Today’s Best Brands
Brands like MB Burgers succeed because they understand that a strong brand isn’t just about looking good—it’s about making people feel something. By embracing:
- Authenticity over perfection
- Bold artistic choices over safe, commercial aesthetics
- Engagement over passive consumption
they ensure that their customers aren’t just eating a burger; they’re experiencing the brand in a way that sticks with them.
Conclusion: Redefining Branding Through Art & Experience
The new MeatBar Burgers location at Big Fashion Gliliot is more than just a place to eat—it’s a masterclass in contemporary brand expression. Through rebellious design, immersive storytelling, and a deep commitment to authenticity, the space transforms a simple meal into a full-fledged brand experience. Every element, from the architecture to the typography, invites customers into a world where attitude and identity are served alongside the food.
This project stands as a bold testament to Yagil Weiler’s philosophy of art with no boundaries. His work consistently pushes beyond aesthetics to evoke feeling and connection. In the case of MB Burgers, that feeling is unmistakable—loud, unapologetic, and unforgettable.
