BUN, the leading smash burger chain in Italy and part of Gioia Group, teams up with SPD Scuola Politecnica di Design to explore how design can elevate the fast food experience. The project moves beyond aesthetics, diving into how branding, packaging, and spatial communication can reflect values of joy, inclusivity, and innovation.
BUNBURGERS
Since its founding in 2019, BUN has expanded rapidly to 26 locations, redefining the burger scene in Italy and becoming the third-largest smash burger chain in Europe. As part of Gioia Group also home to Cioccolatitaliani BUN brings together quality ingredients, a bold identity, and a growing commitment to sustainability and customer well-being. The brand continues to push boundaries with its “BUNbelievable” approach, where design and taste go hand in hand.
Design as a Multi-Sensory Journey
Master’s students at SPD engage with the BUN brand across multiple touchpoints. From take-away packaging and staff uniforms to signage, in-store displays, and digital content, every element is an opportunity to communicate personality, purpose, and playfulness. The brief encourages design that’s not only functional but emotionally engaging where even a tray liner or a burger box becomes a conversation.
The student proposals reflect a wide spectrum of perspectives: solutions for families and pet owners, ideas for more sustainable materials, designs that simplify interaction and reinforce brand coherence. Each concept speaks to BUN’s mission of creating joyful moments for everyone who steps inside.
Shaping What Comes Next
At the core of the collaboration is a shared belief that design matters because experiences matter. BUN opens its doors to new generations of designers, offering real-world challenges and creative freedom. For SPD students, the project becomes an exercise in designing for people, for places, and for pleasure.