Flipside
Burger
Flipside Burger Diner
02/
Type
F&B Branding
& Interior
Food Fresh
Pte Ltd
client
2024
year
Singapore
Project Story
From B2B roots to a bold new front, Food Fresh enters the scene with an American-style smash burger concept. Simple, flavourful, and indulgent. A scalable brand built for franchise, brought to life through a full concept, branding, and spatial design pitch.
SCOPE
Strategy
Brand Identity
Art Direction
Packaging
Role
Led visual direction across brand and marketing, ensuring cohesive, consistent execution across all touchpoints
LOCATION
Singapore
The Brief
Food Fresh is stepping beyond its B2B roots to launch a consumer-facing burger brand built around a clear USP: the American smash burger. While widely recognised in the US, the smash burger remains underrepresented in Singapore, positioning Flipside as a distinct and differentiated player in the market.
The brand targets working professionals and young adults, with a considered price point that sits comfortably within accessible indulgence. It should feel like a go-to spot, not an occasional splurge.
The outcome: a scalable, franchise-ready concept that delivers on flavour, experience, and a brand world people want to return to.
Brand Rationale
Flipside is built on the sizzle, smash, and the perfect flip. The logo captures that split-second moment on the grill – heat, motion, and all the flavour that follows.
Rooted in a 1960s American diner spirit, the brand is retro, bold, and unapologetically cool. Not nostalgia for nostalgia’s sake, but a rework of the era: clean, graphic, and sharp with attitude. Familiar, but with a fresh edge.
With the rallying call “love it, smash it, flip it”, Flipside serves up more than burgers,
it serves momentum, indulgence, and a bit of theatre.
At its core is a strong, unmistakable graphic device. An ownable mark that stamps the brand across every touchpoint, from wrappers to walls, as confidently as a spatula hitting the grill.
