The Carne Burger

Carne was launching a high-end burger line and needed a campaign aesthetic that felt premium — not the bright, fast-food look their competitors relied on. The visual language had to justify a higher price point.

The target audience was urban food enthusiasts who respond to craft, texture, and mood. The challenge was to make a single Instagram post carry the entire launch narrative.

The deliverable needed to work as a grid post, story crop, and paid placement without losing its composition at any ratio.

I built a dark-mode composition with warm ambient backlighting, letting the burger emerge from shadow the way a dish is presented under restaurant pass lighting. This immediately signaled gourmet rather than fast food.

Textured, editorial typography was paired with generous negative space. The nameplate treatment used subtle grain and beveling to echo the char and craft of the product itself.

The layout was composed on a flexible center-axis system so crops for stories and feed retained the focal product and branding without recompositing.

• 2.5x higher post saves and engagement compared to previous posts.
• Launch post became the account's best-performing organic content to date.
• The dark premium aesthetic was adopted as the brand's ongoing visual direction.