My thoughts on the design direction:
This direction is rooted in the 1990s magazines and pop culture. It’s hilarious and meant to be over the top and very much a joke. I think this approach so unique that people will love it immediately. Or some will hate it, and honestly, they’re equally positive when it comes to marketing.
People need a break, to have fun, and forget reality. This brand and the simple act of eating a burger does just that, it distracts and delights.