01 · Context
Version 0 Challenge.
OTRA was developed during Version 0, a Madrid-based creative branding challenge focused on creating market-ready concepts with real-world potential. The project advanced to the third and final phase, where selected concepts were developed into complete brand systems.
02 · The Challenge
Stand out in a crowded category.
Create a distinctive burger brand capable of cutting through a saturated fast-food market — a flexible visual identity that scales across packaging, signage, menus, merchandise and digital, while staying memorable, playful and culturally relevant.
03 · Concept
No Era Una.
The name OTRA was inspired by a simple truth: one burger is rarely enough. The concept embraces repetition, appetite and personality through bold typography, a playful visual language and a recognisable icon system that reinforces the idea of always wanting "another one."
04 · Identity System
Building the brand.
Handcrafted typography, a custom burger icon system, and a tight palette of red and cream — approachable, memorable, energetic, and instantly recognisable across every touchpoint.
05 · Applications
From identity to experience.
A scalable system extending consistently across environments, packaging, merchandise and customer interactions.
06 · Brand in Action
Social Media Feed.
Every element designed to work together as part of a cohesive brand experience — consistency across touchpoints, personality across every detail.
07 · Outcome
Advanced to the final phase of Version 0.
OTRA successfully progressed to the final phase of the Version 0 branding challenge, where the concept was developed into a complete visual identity system.
The project strengthened my understanding of branding beyond logo design — how visual systems shape perception, build recognition and create memorable customer experiences.
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