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Mr Big Stuff Burger Joint by Daniel Ting Chong

Mr Big Stuff Burger Joint by Daniel Ting Chong

Ron Gerzon
May 17, 2016
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Daniel Ting Chong's project "Mr. Big Stuff" is an American fast-food style burger joint that makes crispy fried chicken the old-fashioned way, and serves it with waffles or fries. The branding has a simplistic, light hearted approach to the culture of classic american diners. Using a modular colour palette, the face of Mr Big Stuff changes through a range of collateral to represent the various happy / smiley customers.



I wanted the style to be easy, fun and energetic. Using a vibrant colour palette made it easier to communicate the tonality of the brand. We went through several rounds of different faces / ideas but were really happy with something that anyone would be able to re-draw / replicate.

- Daniel Ting Chong


Everything was created in Adobe Photoshop & Adobe Illustrator. I started with a lot of sketches and then going through different type systems that would live harmoniously with the symbol. After I was happy with the type system, I moved onto the colour palette that would be easily replicated through paper stock and stickers.

I then worked closely with the client to create the custom type & symbol where we both felt happy with the end result.

- Daniel Ting Chong






People that have visited the space really like the interior and most of all, the big repeat pattern of the face. This is meant to represent every happy customer that visits the space and leaves with a full belly. I learnt a lot about how you can take one core element and use it in different ways. The illustration in itself took a while to make sure we had a face that everyone could relate to and that wasn't gender specific and non-representational.

- Daniel Ting Chong

About Daniel Ting Chong

Daniel Ting Chong is an illustrator, designer and artist based in Cape Town, South Africa. Daniel was born in 1987 in Cape Town. Studied graphic design at Vega. He is emerging as one of Cape Town’s top creative talents following a series of art exhibitions, talks, commissions from clients and design collaborations with leading international brands including Nike, New York Times and Red Bull.

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