Hi Hi Burger, new venture from Bourke Street Bakery founder, launches with help from Oblong

Hi Hi burger, a new smash burger concept from Paul Allam founder of Bourke Street Bakery, just opened its first store in Bondi Junction. In order to bring Allam’s creative vision to life he partnered with creative agency Oblong to help him develop Hi Hi’s brand ecosystem.

Oblong, launched last year by award-winning creative leader Justin Ruben, developed in-store signage, packaging, social media and an outdoor campaign, which focuses on the brand’s perfectly smashed burgers. The out of home posters feature a host of characters who are experts at smashing things.

Much of the design is based around an excitable character called Smash Mouth who is so enthusiastic when they talk they say every word twice.

Says Allam: “We wanted to create work that was fun, disruptive and a little whimsical. Making sure that it appealed to a younger demographic. We love the work that Oblong has done and their collaborative approach.”

Says Justin Ruben, CCO and founder, Oblong: “It’s always great when clients let us in at the start of the process. It allows you to develop a vision that can live beyond advertising. We couldn’t be happier with the way the work turned out and more importantly it’s allowed us to eat a lot of smash burgers along the way”

Hi Hi Burger is now open in Bondi Junction serving the city’s best smash burgers.

Agency: Oblong Creative
CCO/Founder: Justin Ruben
Creative DIrector: Pim@UNKLE
Brand: HiHI Burger
Client: Paul Allam

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