Billy K’s
Billy K's has always been about good food done right. Homemade burgers, fresh-cut fries, loaded poutines, and comfort food that turns a quick meal into something worth remembering. When they started opening new spots, they needed a look that felt as bold as their menu and could work in any location. So we built a set of illustrations, branding, social media and mural art that give every Billy K's its own Montreal flavour. The Sauce is boss.
— Brand Refresh
— Concept
— Illustration
— Marketing & Social
— Packaging
— Mural Design
The Ask.
Billy K's wanted something bold. The restaurant interiors needed artwork that matched the brand's loud, appetite-first style, but each new store had its own layout and its own challenges. Awkward angles, exposed ductwork, compound walls, and unpredictable dimensions made a single mural design impossible. The challenge was to create a branded illustration system that could fit any space while keeping its energy, consistency, and sense of place.
The strategy.
We created a repeatable, modular illustration pattern that serves as a flexible visual language, adapting to the architecture rather than working against it. Instead of making just one mural, we built a library of branded illustrations that highlight Montreal landmarks, food-inspired characters, and playful foodie icons. Since the system is based on patterns, it can cover a plain wall, move around ductwork, or stretch across odd angles and still look intentional. Every part was designed to strengthen Billy K's identity: proudly local, full of character, and ready for the real-life messiness of restaurant spaces.
The solution.
The result is a brand illustration program that helps every Billy K's location feel both connected and unique. Montreal landmarks and original characters add local personality to each restaurant, while the repeatable pattern gives the team a practical toolkit for future openings. The artwork makes the walls part of the experience, creating a bold and lasting look that gives Billy K's a strong visual identity as the business grows, one location at a time.
"
Ryan made sure each Billy K's location has its own personality, but they all still feel like part of the same family. We needed branding, illustrations, and murals that could handle odd walls, ductwork, and anything else a space might have. He created a complete system of characters and icons that we can use anywhere. Every new spot still feels unmistakably like Billy K's.
— Melih Batri, Director of Operations