Mit — burgers & more Turning a great idea into a brand people remember.
Mit is a small, family-owned burger place in a residential neighbourhood of Bucharest. The name means myth in Romanian, and every burger on the menu is named after a hero from Romanian folk tales. We built the visual identity around that idea, so the brand now looks as distinctive as it was always meant to be.
Scope: logo, custom lettering and illustration, menus, packaging, stickers, social media, outdoor and interior graphics.
The challenge
Mit had something most small restaurants don't: a clear, original idea. The name and the burger names already told a story rooted in Romanian folklore.
None of it showed. The logo, the social media and the interior looked like any other small fast-food place. There was a gap between what the brand said and what customers saw.
That mattered, because Mit's customers are all locals: families, teenagers, kids and office workers from the area. There are no tourists passing through. In a neighbourhood where cafés and restaurants open and close all the time, a place that looks like everyone else is easy to forget.
The goal
Make the idea visible everywhere, from the logo to the smallest sticker, so that Mit stands out on its own street and gives locals a reason to choose it and come back.
All of this had to work within the budget of a small family business. Every solution needed to be affordable to produce and simple for a small team to use day to day.
From a word to a character
The old logo was simply the word "Mit" in yellow letters. It named the place but said nothing about it.
The new logo is a character: a hero with long hair, holding a burger on the tip of his sword. He draws on the knights and heroes of Romanian fairy tales, so the logo tells the story before anyone reads the menu. We also changed the colour from yellow to a bright red, which is bolder, easier to spot from the street, and stands apart from the yellows common in fast food.
The result is a mark that works as a recognisable face for the brand, on the door, the packaging and the screen.
A menu that reads like a book
The menu is where customers spend the most time with the brand, so we designed it as a storybook.
It opens with a short fictional story about the restaurant, the way a fairy tale begins. Each chapter starts with a hand-drawn decorative letter, and the pages carry illustrations drawn specifically for Mit. Even the legal information at the end is written as part of the story, so nothing breaks the experience.
Ordering stops being a routine choice and becomes part of the visit. It's also something people remember and talk about after they leave.
A bookmark that works as a sales tool
The owners wanted more customers to order through Mit's own delivery app. Most people used the big delivery platforms instead, so the app had very few users. Mit wanted to keep these customers in its own space.
The answer was a bookmark tucked into the menu. It carries a QR code and a simple message: download the app and sign up while your order is being cooked, since it takes less time than the wait. Next time you order from home, use the app and collect bonuses.
It fits the book concept naturally, and it reaches customers at the right moment: while they are sitting at the table, with a few minutes to spare.
The hand-drawn alphabet
26 letters, 26 animals.
We drew a full alphabet by hand, one letter at a time. Each letter hides an animal native to Romania or known from its folk tales. A is a hedgehog (arici), B is a stork (barză), and so on, all the way to Z.
The letters give Mit a signature detail that no other restaurant has. Because the set covers the whole alphabet, the team can use it anywhere: menus, leaflets, ads, stickers, social media. Every new material automatically looks like Mit, with no need to design something new each time.
One brand, everywhere it appears
The same ideas — the character, the storybook style and the hand-drawn letters — carry through every piece of advertising. That includes leaflets with special offers, seasonal campaigns, Facebook and Instagram ads, and street billboards.
Whether a customer sees Mit on their phone, on a leaflet in their mailbox or on a billboard on their way home, it's instantly recognisable. For a local business, every one of these moments builds familiarity.
Easy to read from the door
Next to the counter, the full menu is printed on large wall boards. Customers see it as soon as they walk in, and anyone ordering to go can choose without sitting down with the paper menu.
The boards follow the same style as the paper menu, with the same hand-drawn letters, illustrations and colours, so the experience stays consistent from the entrance to the table.
Built to handle price changes
Every price sits inside its own coloured oval. When a price changes, the team doesn't reprint a large board. They order a small sticker with the new price and place it over the old one, and nobody notices the change.
It's a small detail that saves real money and keeps the menu up to date for years.
A new look without a renovation
Redesigning the interior wasn't an option on Mit's budget, so we brought the brand inside with a set of stickers in the same style as everything else.
They cover the everyday details of the space: the beer stand, the restroom signs, opening hours and house rules on the door, the security camera notice, parking spots and more. Even the purely practical signs now look and sound like Mit.
The space feels part of the story, at a fraction of the cost of a renovation.
The terrace
Inviting people in from the street.
In the warmer months, Mit opens a terrace, which is its most visible spot to people walking by. We designed pieces specifically for it: a separate menu of signature burgers, readable from the street, a decorative illustrated panel, a QR code that links to the online menu
The terrace works as Mit's shop window, turning passers-by into guests.
Plain boxes, turned into brand packaging
Custom-printed packaging is expensive for a small business, so Mit uses plain burger boxes, paper cups and bags. We made them unmistakably Mit with a set of stickers.
Each sticker carries a short phrase in Romanian, written like the lines of a fairy tale or playing on the menu: Legenda spune (the legend says), Merită așteptarea (worth the wait), Burgeri de poveste (fairy-tale burgers), Cartofii vrăjiți (enchanted fries). Each phrase works on its own, but together they fit into longer sentences, like a word puzzle. The team can mix and match them to create new messages every time.
The result is packaging that feels custom-made at the cost of a sticker roll, and that gives customers something to read, smile at and share.
A uniform that joins the story
The pins turn each team member into a character. They carry their own set of phrases that describe the person wearing them, such as Un bucătar erou (a hero chef) or Maestrul cartofilor crocanți (master of crispy fries). Others borrow the classic opening lines of Romanian fairy tales: A fost odată ca niciodată (once upon a time) and Că de n-ar fi, nu s-ar povesti (for if it never happened, it would not be told).
Worn next to the name tag, they add personality to a simple uniform and give the team a playful way to be part of the brand. They also give customers an easy reason to smile and start a conversation at the counter.
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