Client • Sideshow Burgers
Sector – Hospitality
—
Project Summary
Sideshow Burgers brings American-style burger joints to Melbourne—with a show-stopping twist.
I was tasked with creating a bold brand with attitude, starting with nothing but an empty store. Leading workshops with the owners, we explored everything—from the name to the big-picture vision of a franchise-ready brand.
From the start, the goal was bigger than a single location. We needed a brand with the attitude, flexibility, and scalability to grow into a franchise. The result? A bold, high-energy identity built around the name Sideshow, embracing a Circus-meets-Freak-Show theme—designed to turn heads and bring the crowds.
Deliverables
Naming
Brand Strategy
Logo Design
Brand Roll Out
In-store Displays
Packaging Design
Signage
Logotype – Animation
Logotype – One Colour
Logotype – Full Colour
Pattern Design
Big Top Smoke
Ringmaster Red
Popcorn Gold
Midnight
Vintage Velvet
Colour Palette
• Brand Applications
Mt Evelyn Store Interior
South Yarra Feature Wall Graphic
Interior Neon Signage
Rosanna Store Lightbox Signage
In Store Experience and Menu
Mt Evelyn Store Frontage
Mural Wall Design
Seddon Store Front
Rosanna Store Front
Mt Evelyn Store
—
Results
The owners have successfully extended the design direction I established, now reaching 'Act 16'—a clever and on-brand description of their new store replication, intended for historical purposes. To this day, the mural design has remained untouched, only adjusted to fit the available space in new stores. While the brand has grown, I'm pleased to see that the direction, colours, and overall look and feel have remained strong and consistent.