Uncle Georges is the home of hearty burgers and shakes, serving up the beefiest, juiciest meals.

Born from the founder’s lifelong obsession with burgers and the belief that great food brings great joy, Uncle Georges is not just another burger joint. After years of perfecting recipes, the vision was to set a whole new benchmark for burgers.

Our work began by understanding the broader food landscape and two key audiences: foodies and families. For foodies, Uncle Georges needed to deliver an experience that looked as good (and picture-worthy) as it tasted. For families, it had to be a place for connection and quality time, anchored in great food.

This insight shaped a strategy positioning Uncle Georges as a sophisticated, flavour-focused burger experience. We developed a premium identity that matched the high quality of the food, paired with a delicious and warm verbal identity appealing to both audiences. The result proves that burgers can be both indulgent and elevated.

We extended this into the physical space, where we consulted on the fit-out to ensure every finish, tile, and fixture was aligned with the identity. We also rolled out menus, packaging and more.

Uncle Georges is now open in Wollongong, setting a new standard in burgers – with plans to grow and franchise in the future.

*Some items displayed are conceptual.