A Typeface That Serves Up Food Joy

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As MAX Burgers continued to refine its menu and evolve its brand, they noticed one crucial gap: their packaging didn’t fully capture the uplifting feeling that comes from biting into a MAX burger. They wanted an instantly recognizable element that expressed the playful energy of their food and reinforced the brand’s promise of joy. That’s when we stepped in to create a signature typeface—one that would live primarily on packaging and bring MAX’s commitment to food joyfront and center.

How We Solved It
The result is Max Classic™—a custom typeface derived from the iconic MAX brandmark. Friendly and expressive, it transforms every box, cup, and wrapper into a celebration of what MAX stands for: great taste and genuine delight in every meal. The lively letterforms exude warmth and convey the brand’s passion for creating memorable food moments. By focusing on packaging as the main stage, Max Classic™ becomes a pivotal element that customers encounter the moment they reach for their meal.

This playful yet purposeful design choice sets MAX apart in a busy marketplace. The typography’s open curves, cheerful proportions, and nods to the original MAX logo make each interaction feel personal and instantly familiar. Whether it’s a burger wrap or a takeout bag, the consistent use of Max Classic™ reinforces MAX’s brand promise—reminding you that great food and great times can always go hand in hand.

By centering on food joy and channeling it into the very letters on the packaging, MAX elevates every bite into a shared moment of flavor, fun, and a brand identity that’s unmistakably their own.

Deliverables

• Brand Identity
• Custom Typeface Design (Max Classic™)
• Packaging Integration
• Brand Activation

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