Re-imagining the World One Mouthful at a Time . . . . .

Honest Burgers {London}

07 July 2015

missie-cindz-honest-burgers-1 missie-cindz-honest-burgers-2

missie-cindz-honest-burgers_menuFOCUS: Identity, Graphics & Retail Design {Opinion by Cindy Cheung}

Honest Burgers is a great example of clean, fuss-free branding; a restaurant that offers only a few burger options and one type of fries on their main menu and where the name makes reference to the positive approach of their food and service. Honest uses their simple approach to help set them apart from their competitors. The burgers market is heavily saturated in London so a point of difference really does help them. Consumers these days don’t want to be bombarded by information, too much choice could lead to ambiguity and confusion – so adopting a more selective menu that’s straight to the point (and is especially useful when it comes to busy lunch times!) helps. The simplistic, yet confident approach is rolled out through everything, using a minimal infographic for the menu design (see above) with the simple illustrations, we are reminded that simple design can often work the best.

Design Trend Characteristics:

  • Monochromatic or dichromatic, generally no more than 2-3 colours
  • No traditional logos, a minimal word mark
  • Straight forward and stark design


Honesty in Food…
Honest offer very good burgers, we ordered a vegetarian fritter and a the Honest burger, which all came out at a decent size. The rosemary salted chips were covering most of my plate, I would say the fries were a little too well done and hard for my likening, very small chips and thus dry. My Veg Fritter Burger came with a lovely cucumber yoghurt sauce and all brioche buns were fresh and not dry or oily, or too dense like usual bread-based buns. A key selling point to Honest are the chips that came standard with the burgers (you can’t have a burger without chips), and usually you have to pay separately for those elsewhere so this is a bonus for people after a hearty meal on a budget in central London!

I also noticed how they offered gluten free buns (these were heavily promoted on the main menu board) – Hurray for coeliacs everywhere! Soft drinks were presented in cans with a straw, and the fresh homemade lemonade was lovely and fun, served in a mason jar; sweet, tart, refreshing. Staff were friendly and service was pretty quick. All in all, Honest is unpretentious and offers reasonably priced burgers in a very busy and pricey area (I’ve been to their Soho branch and Oxford Circus branches).

Honest Burgers Soho |  4a Meard Street London W1F 0EF

{Photos by Cindy Cheung}

Missie Cindz

posted under: Food and Drink