With the fifties known for classic burger restaurants and milk bars, the project had to convey some of that nostalgic feel. It also had to give a modern look and be fun and friendly. The B stands for burgers and the number refers to the year the client was born. The identity reflects the heritage of cars from that time — badges and grills in particular. Custom dielines have been created to fit the contents. Using bold and round type in the emblem helps communicate fun and friendliness. Inspiration for the light blue came from the sky reflecting in chrome, complimenting the orange featured in the logo.