As part of a recent design module in collaboration with BUN Italy’s leading smash burger chain students from the Master in Communication Design were invited to rethink the world of fast food through the lens of brand communication, packaging, and service design. The project challenged them to explore how every touchpoint of the BUN universe from tray liners to uniforms, from packaging to in-store signage can become an opportunity to create joy, express identity, and enhance experience.
A Systemic Brief
The design brief asked students to engage with BUN’s full customer journey, focusing not only on the food product but also on the many layers of communication surrounding it. This included elements such as take-away and delivery packaging, uniforms, store signage, digital screens, table tents, and even merchandising. Each proposal aimed to reflect the brand’s personality while also improving clarity, usability, and emotional connection.
Immersed in Brand Culture
To begin, students delved into the identity and evolution of BUN, a brand born in 2019 and now with 26 restaurants across Italy. From its origins within Gioia Group to its unique “BUNbelievable” positioning, students studied how the brand expresses its values of playfulness, inclusivity, and sustainability and how these can be made tangible through design. Special attention was paid to BUN’s visual language, the recent rebranding process, and its desire to make the fast food experience more welcoming, fun, and responsible.
From Concept to System
Working individually, students developed complete design proposals built around a defined scenario of use and a target audience whether families, kids, pet owners, or sustainability-conscious consumers. Their concepts were articulated through a system of coordinated elements, each reinforcing the same tone of voice, from greaseproof wraps and Happy Meal-style kids’ boxes to loyalty cards and employee apparel. A modular, scalable approach helped ensure alignment across all BUN locations, old and new.
Design Development and Presentation
Through sketches, mock-ups, 3D visualizations, and CMF studies, students gave form to their ideas with attention to brand consistency, production feasibility, and user engagement. Many projects addressed packaging waste, inclusive messaging, or opportunities for interactive storytelling at the point of sale
Learning Through Impact
The BUN collaboration gave students a dynamic, real-world context in which to explore how design can be a tool for storytelling, connection, and care. It asked them to look beyond the object and consider the entire ecosystem of experience from kitchen to counter, from tray to takeaway. Above all, the project reminded them that even the most casual, everyday moments like grabbing a burger deserve thoughtful, human-centered design.