Discovery

The opportunity on this rebrand job wasn’t to create another American-style burger joint. Sydney already had plenty of those.

What made Razzie’s interesting was more specific. The founders were chasing flavours they grew up with, the ones that hadn’t yet made it onto Sydney menus — The chilli con carne burger from LA, the fried onion burger from Oklahoma. The kind of nostalgic, local flavours that felt like home.

But behind all that flavour was a surprising amount of restraint. These weren’t burgers built around excess. Recipes were tweaked, buns were tested. Every ingredient had a reason to be there. What came out wasn’t fast food, and it wasn’t fancy food — It was comfort food with intent.

That contrast became central to the creative strategy for the brand, serious consideration without taking itself too seriously.

Creative Strategy

Percept developed a creative strategy built around what makes Razzie’s food different, with just the right amount of American influence. Every ingredient earns its place. Flavour has a reason behind it. Care shows up in the details, but never at the expense of a good time. That thinking shaped five principles for the brand: Substance Over Noise, Meaningful Flavour, Attention to Craft, Simply Welcoming and Hungry, Satisfied.

Together, they gave Razzie’s a balance that felt right and this is at the core of all brand communications. Considered, but never precious. Full of personality, without relying on gimmicks. Familiar enough to feel comforting, but different enough to make you curious.

Comfort food with intent. Food worth gathering around.

Brand Positioning

Razzie’s sits comfortably in its own league: a flavour-led burger brand built on balance, care and character. The combinations are thoughtfully considered, the experience is designed to feel easy, warm and real.

People might come for the burgers, but Razzie’s is about more than what’s on the plate. It’s the kind of place you settle into, share with good company, and leave already thinking about the next time you’ll be back.

Rebrand

The rebrand is centred around a visual and verbal identity that takes the care behind the food and gives it an outgoing personality.

A distinctive wordmark and condensed display font bring confidence and nostalgic character, while a clean secondary typeface keeps everyday communication simple. Creamy mayo and crisp brown colours create a warm foundation, while tomato orange, mustard yellow and lettuce green add appetite and energy.

The rebrand features a flexible suite of brand stamps, bringing the identity system to life, combining messages, menu cues and graphic details into compact, recognisable expressions. The shorthand R brandmark simplifies the brand identity into a device that can stamp, sign and punctuate everything from packaging design and merch, through to digital marketing content and printed brand communications.

The creative strategy was to have a clear thread of verbal expressions that carry just as much personality. Food worth gathering around. Flavours you didn’t expect. Balance you’ll crave. And when the moment calls for it, there’s room for a little swagger.

High-contrast flash photography gets close to the good stuff — flavour, texture, ingredients and the messy joy of getting stuck in.

Every element in this rebrand by Percept earns its place, just like every ingredient.

Built for the perfect bite.