Yellow background with a black minimalist smiling face logo, featuring one eye as an asterisk and the other as a check mark, and a curved smile.
Night view of a colorful food stand called "Jerrell's BETR BRGR" with bright yellow, green, and pink signage and posters advertising plant-based and dairy-free options. A woman is standing outside, looking at her phone, near yellow chairs and tables.
A bright yellow background with text and checkmarks. The text says, 'DO BETR', 'LIVE BETR', 'EAT BETR', 'BE BETR*', with each line checked off. At the bottom, it says, 'JERRELL'S * BETR BRGR'.
A person with short curly hair wearing sunglasses, a black sleeveless shirt, and a necklace, smiling and making hand signs with both hands in front of a colorful background with various signs and posters.
Three colorful badges reading '100% YUM!', '100% GOOD', and '100% BETR' with asterisks, indicating satisfaction or quality.

Jerrell’s Betr Brgr | Fast Casual Restaurant Brand Identity

Vegan smash burgers served with a wink & a smile.

Hifi worked with serial entrepreneur and NYC native Jerrell Obee to embark on the branding and launch for his first ever restaurant concept: Jerrell’s Betr Brgr – a 100% late night, plant-based, black-owned burger joint in SoHo, NYC. With a goal to become a culinary landmark and the best (vegan) smash burger in NYC, HiFi collaborated with Jerrell to create a robust brand identity system that combined American fast-food nostalgia, a bit of NYC edge and straight forward language that communicates the brand’s offerings.

In the first year, Jerrell’s broke 1MM in sales, sold over 100,000 vegan patties, and was crowned the “Best Vegan Burger in NYC” by Bloomberg and Mashed. Jerrell recently opened his second location in Hoboken and doesn’t plan to stop anytime soon.

“The vegan burger wars have been won, and the title belongs to Jerrell’s Betr Brgr.”

— Bloomberg

A colorful scene with a hamburger, waffle fries, a yellow mug with whipped cream and a cookie, and a pink milkshake with whipped cream and a straw, all set among green plants and soil.
Design with white circular text reading 'OPEN LATE' and 'OPEN LATE' repeated, surrounding a yellow explosion graphic with pink exclamation and asterisks.
Person taking a photo of a QR code menu sign at an outdoor event, with people and yellow tent in the background.
A woman with dreadlocks wearing a bright yellow shirt, sunglasses, and jewelry holding a drink and smiling against a colorful backdrop of posters promoting plant-based eating and happiness.
Green background with bold black text saying '100% PLANT BASED', and white text below saying 'BETR-NESS'.

“We followed HiFi’s lead and we’re getting praise to this day.”

— Jerrell Obee, Owner & Founder Jerrell’s Betr Brgr

Night view of a brightly lit restaurant called "Jerrell's BETR BRGR" with colorful signage and advertisements, yellow storefront, and outdoor seating.
Collage of vibrant, colorful graphic designs promoting plant-based, dairy-free, and cruelty-free products with slogans like '100% Dairy Free Yumi-Ness,' 'Plant Based is BETR,' '0% Meat 100% Heaven,' and '100% Plant Based BETR-NESS,' featuring checkered, striped, and radiating backgrounds with playful stickers and text.
A compact car with a green and black checkered pattern, decorated with colorful stickers and logos, including a large yellow smiley face and various text such as "JERRELL'S" and "BETR BRGR."
A festive table with various foods, drinks, and party items, including a large burger, fried chicken, chips, dip, meat, and dessert, surrounded by playing cards, Monopoly tokens, and a toy dinosaur. Several hands and arms are reaching for the food, with some tattoos, jewelry, and a cellphone visible.
A hand holding a yellow disposable cup with whipped cream and a striped straw, between two green plants growing from dark soil against a pink background.
Group of people at a fast food restaurant ordering and receiving burgers, with takeout bags and drinks on the counter.
A person with black hair tied in a bun, wearing a black T-shirt with a list of actions related to BETR, stands with hands on head in front of political or activism posters that promote plant-based living.
Fast food items including waffle fries and a vegan burger wrapped in branded paper, with paper bags in the background on a checkered surface.
Woman with dreadlocks and tattoos, eyes closed, touching her neck, dark background
Close-up of a fast food sign with large letters spelling 'JER' visible, and a row of smiley face balloons with crossed eyes and wide smiles hanging from the sign, under a dark sky.
A woman wearing novelty glasses standing outside at night. She is holding a paper bag and is near a wall with illuminated emoji-like smiley faces.
Person holding a speckled smoothie in a plastic cup with a dome lid and straws
Colorful stickers with a smiling face and text, placed on a cardboard box, with a pink wall in the background.
A delivery van parked in front of a restaurant with colorful signs and decorations. Both the van and the restaurant feature branding for Bettr and Jerrell's. The van has a green and black checkered pattern with yellow and pink accents, including a sm
Two women sharing a drink at a table in a restaurant, with a bag that says 'Thanks for being better.' One woman is wearing sunglasses and the other a Mickey Mouse T-shirt.
A person is leaning out of a yellow pick-up window, reaching for a checkered takeout bag, inside the window is a metallic serving hatch, with a few boxes visible inside.
Close-up of a man with extensive tattoos on his arms and chest, wearing a sleeveless black shirt and layered gold chains, with his arms crossed against a dark background.
A vegan cheeseburger with pickles, lettuce, tomato, and cheese in a bun, a serving of waffle-cut fries in a paper wrapper, and a large drink topped with whipped cream and colorful sprinkles, all placed on a black and green checkered table.
Man with glasses adjusting a beige cap with a black logo.

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