10/10 Burger
About
10/10 Burger is a fast casual burger brand founded by Mike Majlak, named after the one-to-ten scale he used to rate burgers. DOONT Studio designed the brand's store identity as a kit that can be installed in any room, first applied across four locations of 807 to 1,507 sq ft (75 to 140 m²) in Los Angeles and Phoenix.
MORE
The brief asked for a store that could be bought, crated, shipped to any city in the United States and assembled on site. The kit is short because it has to travel. Rather than design a restaurant, the project designs the fewest elements a room needs in order to become one. There are six. A counter in glass block with a stainless steel top. Behind it, a second glass block wall that screens the kitchen, sprayed with graffiti, cut by steel-framed windows and carrying a ticker along its length. A sign hung over the counter. A field of white square tile under the screens. Tables and fixed chairs, red molded shells on steel legs. The floor is polished concrete, sealed for cleaning.
Everything else is painted dark grey and disappears. Whatever the room already is, whatever the ceiling turns out to be, it recedes behind the six elements and stops competing with them.
The reference is the subway station, not the diner. White tile and steel set a municipal, slightly worn register that the graffiti then works against, which is the whole tension of the brand.
The brand identity starts with Álvaro Cabeza, who set the logotype, the slogans and the frame around them. DOONT Studio worked outward from that base: the signage, the packaging, the uniforms and the website.
A location is not designed from scratch; it is measured, and the six elements are installed. The first four are in Los Angeles and Phoenix, beginning with the flagship at The Vine.
10/10 Burger
Type: Fast Casual
Location: Kodo Arts District, Los Angeles, California, United States
Size: 75 m² / 807 SF
Scope: Interior Design, Design Audit & Branding
Developer: Bright Development
Interior Design: DOONT Studio
General Contractor: Analog Constructions
Branding: Alvaro Cabeza & DOONT Studio
Construction Administration: Analog Constructions
Photography: Analog Construction
