jota is a hamburger restaurant from the creators of z-deli, inspired by the simplicity of classic american roadside burgers. the proposition combines quality, practicality and an accessible experience, with none of the ceremony associated with a gourmet burger. the challenge was to turn this idea into a recognisable brand and a restaurant concept that could be repeated across new locations.
a design sprint connected the identity, architecture and everyday touchpoints around a joyful sense of simplicity. a gestural logo suggests movement, while a predominantly green palette gives the brand a direct, recognisable presence. individually shaped stickers identify each burger without relying on handwritten labels, making a practical part of the service a distinctive element of the identity.
rodrigo santos