HOME BURGUERS

We partnered with Home Burgers to reshape the fast-casual food category from the inside out — developing the brand strategy and branding while applying first-principles thinking and behavioral economics to redesign pricing, menu architecture, and food cost strategy. Starting from the contrarian insight that “nobody buys a plain burger,” we engineered an unbundled model that lowered the entry price while redistributing margins through optimized add-ons and complementary products. By aligning brand positioning, customer psychology, and operational efficiency, we transformed the economic logic of the concept — unlocking scalability, profitability, and sustained growth. Note: The creative work for this project was developed during Laura’s time as Founder and Partner at Paper Brands. She led the creative direction alongside her partners, while Camilo led the brand strategy. Laura honors that chapter and the people who were part of it.