Untitled Macao's Jurassic-Sized Dino Burger Design
By Alixandra Rutnik on Dec 07, 2021
“Dino Never Bow”
I have never been one for fast food, and out of all the places in the world the first time I had a fast-food burger (and milkshake) was at the grand-opening of Five Guys in the small city of Aix-en-Provence, France.
Untitled Macao's founder and Creative Director Au Chon Hin is behind the new brand and design for Dino Burger– the latest spot to join in on making specialty fast food burgers in Macau, China.
We caught up with Au Chon Hin who is also a Young Guns 17 Winner to learn more about his design decisions and why “Dino Never Bow.”
Can you give us some background on your relationship with Dino Burger?
The owner of Dino Burger actually came to us and requested a branding service because she was going to start a brand new burger shop in Macau. After we heard about her amazing business ideas, the first thing that popped into mind was to go bold with this brand. Similar to her idea of doing something unique with burgers, we wanted to go for something different with our design too. With the owner’s complete trust, we went wild and free with our imaginations and creativity. This project was altogether very great!
Any details you can share with us about this burger joint?
Since Macau is quite small, we do not have a lot of international burger chains, but rather there are many local restaurants. Among these, Dino Burger is a brand-new burger shop in Macau that only offers take-away. Despite this case, people are showing great support towards their food, they are absolutely everywhere on social media.
The shop owner actually came up with the tagline “Dino Never Bow” because she wanted to emphasize her attitude towards work and life. It means to be as strong as dinosaurs because they never bow down to anything, just like her brand. She thinks that burgers do not necessarily have to be fast food on the street, they can be delicacies too, and her brand has to stay strong in order to achieve that vision.
"The shop owner actually came up with the tagline “Dino Never Bow” because she wanted to emphasize her attitude towards work and life. It means to be as strong as dinosaurs because they never bow down to anything, just like her brand."
How did you design the branding to stand out against other burger spots?
The most challenging aspect is to create something out of the ordinary. Since there are so many burger shops nowadays, it is not easy to come up with something unique while being able to be accepted by the crowd. It is difficult to balance out. However, on the other hand, the most rewarding aspect is definitely the fact that we were still able to play with ideas and concepts after all the challenges and obstacles, especially when the shop becomes a success in real life.
How does the final branding reflect your original brainstorm?
The final branding was fun and bold. We wanted to avoid the dull and expectable image of having a burger for obvious reasons. At the end, we decided to illustrate the scene of a burger being eaten by a dinosaur to emphasize on the process of enjoying a Dino Burger. Not only that, we have also included various kinds of dinosaurs to symbolize the diverse sensations from different people.
"At the end, we decided to illustrate the scene of a burger being eaten by a dinosaur to emphasize on the process of enjoying a Dino Burger."
Since winning Young Guns 17 in 2019, in what ways has your career propelled forward?
First of all, it was an honour to receive the Young Guns 17 award. To be honest, it is not the easiest to earn an international design award given the publicity of Macau as a small city. However, after winning this award, it does increase my reputation in the design field which helps a lot since I am running my own company now.
Winning Young Guns opens up unlimited opportunities not only for me, but also for other designers in Macau. By that, we can create a better and more positive atmosphere in the design industry. I think that is how my career has and will propel forward in future days. For example, my company has recently done a commission project of visual images for Adobe InDesign and we are delighted to be the first in Macau to do this honour.
What’s the design scene in Macau like these days?
The design scene in Macau has improved a lot. Recently, another Macau designer has actually received the Young Guns 19 award as well– Lam Ieong Kun. As mentioned, it was not so easy in the design field back then, but now, more support and resources are given to the design industry which I think, is an essential factor in the growth of this very industry. The field needs more new blood to create new sparks, and I am happy that Macau is finally shining.
"The field needs more new blood to create new sparks, and I am happy that Macau is finally shining."
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