Menu and Food Wrapper
Signage and Logo
Menu
Logo and Secondary Icons
Graphic Detail - Food Wrapper
Graphic Icons
Neon Signage
Food Wrapper
Icon Signage
Menu Board
Neon Signage
Straight Six Branding
Where do the punters go after a day at the races? To Straight Six, of course!
Hot Black were engaged to create a new Burger Bar identity, just a stone’s throw away from Flemington Racecourse. The neighbouring track is what drove the naming process whilst also capturing the ever expanding burger trend in Melbourne. The Flemington Racecourse is shaped not unlike a horse’s head, and boasts a six-furlong (1,200 m) straight known as ‘the Straight Six’. With that in mind, the Straight Six identity drew inspiration from the shape of the racecourse. The two circles that make up the shape are taken from the numeral 6. Neon signage illuminated the space with iconic punting-inspired phrases, whilst the menu was based around the old betting tote boxes!