Rebranding the fast-food chain behind Wolt's #1 burger in Denmark
Strategy
Brand Identity
Digital Platform
PR & Media
Media Production
The brand to match the burger.
Back-to-back Wolt Burger Favorit titles, two years in a row. Four locations across Copenhagen — Frederiksberg, Vesterbro, Nørrebro and Amager. Copenhagen had already decided — Louis Burger was the city's burger. What was missing was a brand and a digital home worthy of that reputation. We rebuilt the identity from the ground up and wired everything into one system: website, social, email, photography and in-store screens. Sharper, more coherent, and every bit as good as the food.
Strip back. Build up. Make it unmistakably Louis.
We reduced the brand to its essentials and rebuilt a system that holds across every surface. A refined logo, a signature gradient, and a tight set of rules designed to survive a phone screen and a printed cup alike. So every touchpoint reads the same — instantly and unmistakably Louis.
One accent. Saved for the moments that matter.
A range of cool blues — from near-white to deep navy — with a single bright accent held back for when attention needs to be earned. The gradient does the heavy lifting: flexible, modern, and instantly recognisable across the feed, the menu board and the street.
A typeface with the same personality as the food.
Bricolage Grotesque carries the new voice — characterful without trying too hard, equally at home on a billboard headline and a lunchtime sticker. Warm, playful, and a little bit cheeky. Exactly like Louis.
Where the customers already are. Ready for them.
Social assets, paid creative and influencer collaborations — all built to carry the new identity into the feed without diluting the brand. Templates that scale, motion that earns the stop, and a tone that sounds like Louis. Consistent. Recognisable. Built to keep pace.
The brand lives inside the restaurant too.
Floor menus, seasonal campaigns, motion — all animated in the new visual direction. Designed to be updated as the menu changes, swapped with the season, and always on-brand the moment someone walks through the door.
Copenhagen. Every corner, every Louis.
The same system, out in the open. Bus shelters and billboards across Copenhagen — each one carrying the new identity and pointing hungry Copenhageners toward the nearest Louis.
A website that works as hard as the kitchen.
Find the nearest location. Browse the menu. Order online. The new site handles every job a hungry customer needs — fast, clear, and wrapped in the new identity from the first scroll to the last click.
85% of orders start on a phone. So did the design.
We built for the thumb first. The full menu, ordering and locations — without compromise, without clutter. The desktop site is the translation. The mobile site is the original.
A backend that bends to the business, not the other way around.
The site runs on Payload CMS — the flexibility of a custom build without the overhead. We've extended it for custom QR-code generation, live data dashboards, and more. No vendor lock-in. No ceiling. Just room to grow.
Club Louis: Thousands of members and still counting. An owned audience no algorithm can touch.
Club Louis turns first visits into loyal regulars. A Klaviyo-powered newsletter delivers exclusive deals and new drops directly to members — building an audience that belongs to Louis, not to any platform. Email designs that hold the brand, and drive the returns.
We're still at the table.
We work alongside Louis as an ongoing strategic partner from packaging to new product lines and campaigns. The best chapters are still being written.
Recent Work
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Lauge Petersen
Partner & CTO
Houdaifa Harrar
Partner & CEO