Shake Shack was experiencing rapid growth and required a visual brand system to help organize and promote global continuity.

Shake Shack, known for its ‘round the block’ lines, was experiencing rapid growth and needed more a robust brand system to maintain a consistent experience. Building on the initial logo designed by Paula Scher at Pentagram, we organized and extended the brand system.

The final deliverable was a deep, multi-platform, brand management system that ensured a consistent look, feel and message was delivered in all current and future Shake Shack locations and brand communications.


Brand Voice & Messaging / Packaging / Signage Program / Visual Identity