Shoreline Burgers
A fun, slightly-retro burger joint from the Long Island shore. A full brand system built from a blank page, badge to packaging.
The idea
Shoreline Burgers is an imaginary burger joint built to test how AI could shape a brand from scratch. AI handled brainstorming (names, taglines, angles) while every piece of the visual system was designed by hand. The target: a bright, casual, memorable spot you'd find near the Long Island shoreline.
Concept development
Early exploration with ChatGPT tied the name to the coast and locked in Shoreline Burgers with the tagline “Fresh Off the Grill, Straight from the Shore.” It also shaped the menu ideas that became the food visuals: lobster burger, chicken sandwich, breakfast burger, and fish sandwich.
The system
- Logo: a circular badge with a line-art burger, stars, and a small Long Island silhouette, plus horizontal and simplified marks
- Color: orange, mustard yellow, soft beige, and black for a bold, vintage-diner feel
- Type: Balboa Black for “Shoreline,” Hobeaux Bold for “Burgers”
- Pattern: a repeat of burgers, lobsters, and fries for packaging and backgrounds
The menu
Food imagery was generated with Adobe Firefly, then retouched in Photoshop to match the brand's warm, saturated feel and drop cleanly into posters and packaging.
See it move
A short brand animation, bringing the badge and packaging to life.
Takeaway
Shoreline Burgers shows AI used at the front of the process to shape names, taglines, and direction, while the final identity is built through hands-on design. A full, consistent visual system that makes a fictional restaurant feel ready for the real world.