Layers of Hell

Discipline: Brand identity / Packaging

(About the project)

A self-initiated project reimagining Gordon Ramsay’s Hell’s Kitchen as a fast-food and takeaway brand. Under the name Layers of Hell, I explored how the show’s energy could translate into a restaurant chain, creating an identity across packaging, staff uniforms, menus, digital touchpoints and promotional materials.

A visual direction board combining food photography, bold typography, tridents and the Layers of Hell identity. — Setting the tone02

Red team staff uniform with a red trident on the back and a cap with devil horns. — The red team03

Blue team staff uniform with blue wings on the back and a cap with a halo. — The blue team04

Bites, an open meal box and fries in the Layers of Hell takeaway packaging. — Made to take away05

The digital experience06

Enamel pins shaped like fries, crossed tridents and a burger on a red apron. — Small details, big attitude07

A new sides promotion alongside a blue team meal box and a red-and-black VIP box. — Pick your side08

(The approach)

I began by getting familiar with the original branding and the show’s tone of voice, looking for ways to carry its personality into a more energetic takeaway identity. Recognisable lines became part of the brand’s language, while bold typography, tridents and references to heat and flame connected the attitude of the show with the spice of the food.

The red and blue packaging takes its cue from the competing teams in the show. I extended this idea across the uniforms and identity, and used it to distinguish two very different meal boxes on the menu, inviting customers to pick a side.

Blue Team and Red Team wordmarks on contrasting blue and red backgrounds. — Two teams, one identity09

Crossed trident symbols in red, white and black colour variations. — The trident mark10

Three Layers of Hell campaign posters on a brick wall, promoting burgers and the restaurant opening. — The brand on the street11

A person holding the Layers of Hell menu with red and blue team meal options. — The menu12

(Next project)

Layers of Hell

Sunmead