J Smash

Just Smash Burger is a smashed burger chain. I came on as designer and art director on their social content — menu items, bundle offers and seasonal posts.

The direction I set was to treat the food like it's already in front of you: every post sits in a setting that reads as the restaurant itself, with the brand red running through the whole frame rather than sitting behind the product. The ice cream line moves the other way, into cold blues, so it holds its own identity in the feed.

Under all of it I kept one fixed layout and lighting approach, so a menu of very different items still reads as one brand.