Primal Burger is a burger brand inspired by the origins of eating, when food was cooked with fire and meant to be big, bold, and satisfying. The brand embraces a raw, back-to-basics philosophy, focusing on hearty portions, simple ingredients, and an unapologetic approach to flavor. Its identity reflects strength, authenticity, and the primal joy of food, creating a bold and memorable experience rooted in the earliest traditions of cooking.

The Primal Burger logo is built around visual references to primitive human life, early cooking methods, and the idea of abundance. Each element contributes to the concept of large, fire-cooked food prepared in a raw and natural way.

• Burger: The overall composition forms a large burger, directly representing the brand’s main product. Its scale is intentional, reinforcing the idea of oversized portions and food meant to satisfy hunger in a primal, unapologetic way.


• Cave & Fire: At the center of the icon, a flame placed within a cave shape represents early human shelters and the discovery of fire. This element highlights the origin of cooking, when food was prepared using open flames rather than modern tools, aligning with the brand’s fire-based and back-to-basics approach.


• Primitive Creature Mouth: The surrounding negative space suggests the mouth of a primitive predator. This reference connects to hunting as a key part of early human survival and to the scale of the food being consumed. By evoking large prey such as mammoths, this element supports the idea of big, substantial meals and reinforces the concept of food meant to be filling, powerful, and bold.

Together, these elements create a symbol that merges fire, shelter, hunting, and abundance into a single, cohesive mark. The result is a logo that communicates primal cooking and large-scale food while remaining simple and readable in a modern branding context.

To complement the branding, the graphic elements draw inspiration from primitive cave art, a key part of early human life in shelters. I studied iconic cave drawings, such as those from Altamira, and adapted their style into the visual identity. These elements are used throughout the brand to reinforce the connection to ancestral practices, storytelling, and primitive culture, while giving the identity a hand-crafted, authentic feel that supports the raw, bold, and fire-driven concept of Primal Burger.