Jim Block

The Hamburg Original since 1973.

Eugen Block opened the first burger fast-food restaurant in Hamburg back in 1973 and is still successful on the German market today as the Hambiurger Original. Here, high-quality burgers are combined with the experience and passion of the staff to create a genuine culinary experience in a feel-good atmosphere.

Studio Oeding developed the strategy for the brand relaunch with the goal of “back to the roots” with a contemporary visual identity.

Studio Oeding revised the company’s positioning together with the Jim Block brand team and management. The focus was on brand values and brand personality but also on the potential for differentiation in a competitive market. In this way, they laid the perfect foundation for the transformation of the brand. The corporate design was consistently designed and realized by Studio Oeding in all facets – from logo design, typography and iconography to packaging design, interface design and corporate fashion as well as corporate architecture together with Studio Istland. The fresh-up in the color concept was complemented by a new illustrative visual language with typical Hamburg features representing the brand’s home. The implementation of the design took place onmichannel, making the brand relaunch a holistic experience for the client across all channels.


Brand Strategy
Corporate Design
Logo Design
Interface Design
Packaging Design
Interior Design (Studio Istland)