For Le Burger, our first project in Indonesia, we were tapped to bring a Manhattan vibe to a modern, casual burger bar concept by Jean-Georges and son Cedric, featuring crave-worthy gourmet burgers, lip-smacking sides and desserts, washed down with shakes, craft beers and cocktails. With its hip atmosphere, laid-back beer garden overlooking SCBD, we needed to come up with a fun and casual name and a memorable visual identity and brand concept from start to finish.