Billy K
The Sauce is Boss.
Billy K’s is all about burgers, fresh-cut fries, loaded poutines, and a laid-back attitude. As the brand opened new locations, I helped build a visual world that could grow with it, bringing illustration, packaging, murals, and marketing together under one unmistakable Billy K’s personality.
Restaurant / Casual Dining
Industry
2021 - Present
Year(s)
Brand Refresh
Art Direction
Illustration
Packaging
Social
Environmental Design
Services
Make the walls part of the brand. Every Billy K’s location came with a different space, from odd angles and exposed ductwork to long walls and tight corners. Instead of designing one mural and forcing it to fit, I created an illustration system that could adapt to the surrounding architecture. The space changed. The personality didn’t.
From walls to wrappers. I extended the visual language beyond the restaurants into packaging, social, and marketing, allowing the same characters, illustrations, and attitude to move from a mural to a wrapper to a social post without losing what made the brand recognizable. Different formats. One personality.
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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
One system. Every location different. The result is a brand system designed to grow alongside Billy K’s, allowing each restaurant to respond to its own architecture and neighbourhood while still feeling connected to the larger brand. New location. New canvas. Still unmistakably Billy K’s.
Billy K needed more than just graphics on the walls. I worked on a visual language that became part of the experience, not just something extra. The brand got a toolkit it could use as it grew. It wasn’t decoration. The brand was built into the space.
