McQueen Burgers — Brand Identity for a Street Burger Joint in Valencia
Branding. Animación. Merchandising. Content.
McQueen Burgers
2025
McQueen is a bold street burger joint that champions a return to the classic burger: fast, tasty and no-nonsense. The brand arrived in Valencia in the middle of a booming burger scene, so the goal was clear: make a lot of noise, break the rules and build an identity that stands out from the crowd.
Born from the night
The identity draws on the speed and spontaneity of nightlife, taking inspiration from 2000s concert and rave posters to capture the brand’s youthful, rebellious attitude. The lightning bolt becomes the main symbol, a nod to the name and a way to convey speed and energy.
Hand-drawn lettering
The logo started as a hand-sketched lettering piece, then refined while keeping its spontaneous character. Its slant and italic stroke convey movement, and the peaks of the “M” turn into the lightning bolt itself. For smaller applications, the logo is reduced to the “MCQ” initials, with the bolt taking centre stage.
Simple type, loud attitude
The typography is a basic sans serif, as honest as the brand itself. It’s pushed through bold changes of scale to grab attention and create a street-style look. Alongside it, grunge, hand-drawn illustrations and patterns bring a more human, irreverent touch that contrasts with the clean lines of the logo.
A voice with no filter
The tone of voice is casual, unfiltered and unapologetically street, with claims such as Eat fast, live faster, Hungry, not fancy or Less hype, more bite. They all deliver the same core idea: we don’t follow trends, we just make good burgers.
My role
I developed the original lettering and the full visual identity, as well as the packaging, website and photography direction. I also created 2D and 3D animation to bring the brand’s visual universe to life. The identity was rolled out across posters, social media, flyers, signage and merchandise such as T-shirts and caps.
Credits
Brand identity, lettering, packaging, web design, photography direction and 2D/3D animation: David M Ballarín (ByDMB)
Photography: Fernando Toboso
Project developed at Mel Comunicació