Richie's House

A series of ad creatives for Richie's House burgers. The goal was a visually mouth-watering campaign (food photography + bold typography) that stands apart from the «classic» Ukrainian burger-spot look and turns hungry scrollers into customers within 5 seconds.

About project

A series of ad creatives for Richie's House burgers. The goal was a visually mouth-watering campaign (food photography + bold typography) that stands apart from the «classic» Ukrainian burger-spot look and turns hungry scrollers into customers within 5 seconds.

Challenges

The burger segment on social is overlapping: same angle, same lighting, same melted cheese shot. If your creative looks the same, it drowns in the feed. Richie's House needed its own visual voice that reads instantly.

Solutions

I built the style on three pillars: a bright warm palette (red + mustard + cream) against a minimal background; typography with bold serif headlines that nod to retro menus; and food photography from unconventional angles (top-down, diagonal cross-sections, deconstructed ingredient layouts). Every creative is a piece of the brand's visual story.

Design

Creatives split into three types: «hero» (one big burger shot with a headline), «menu» (vertical story format with three items and prices), «promo» (limited offer with a deadline). All three types share the same visual DNA, so the brand feed reads consistently even at five posts a week.

Technologies

FigmaAdobe PhotoshopAdobe Illustrator

Development

Files prepared in Figma with templates for Instagram feed, stories, reels, TikTok, Glovo/Bolt food cards, printed menus, packaging stickers. Animated variants for stories delivered as lottie + mp4 fallback. All food photos optimised for retina screens with lazy-loading versions for weak 4G.

Result

In the first month of the active campaign Instagram engagement grew +84%, Glovo conversions +35%. The brand became recognisable in the local food community: half of new walk-ins cite Instagram as how they heard of the spot.