CLIENT
MINA GroupBRIEF
James Beard award-winning chef, Michael Mina, planned to expand his reach by opening a fast-casual burger bar to be housed at The Street Social House in Honolulu. The Maui Onion, a best kept culinary secret, would be a primary accoutrement. MINA Group came to UNIT with the goal of bringing to life a go-to burger destination, with a fun surfer vibe, that had opportunity for expansion.SOLUTION
The Maui Onion Burger logo features a wave sandwiched between buns and tied together with a tribal spear immediately connecting guests to Hawaiian tradition. Interior signage is made from a custom “woody” surfboard. UNIT branded shelves with sunkissed surf photos, tikki gods in brand colors, and more. Intense collaboration between UNIT and the chefs helped create a guided menu for a simplified guest experience.RESULTS
MINA Group plans to expand Maui Onion Burger to The Street’s secondary LA location. Guests frequently comment on the ease of menu in reviews – which is quite a fête, given the initial menu complexities.CLIENT
MINA GroupBRIEF
James Beard award-winning chef, Michael Mina, planned to expand his reach by opening a fast-casual burger bar to be housed at The Street Social House in Honolulu. The Maui Onion, a best kept culinary secret, would be a primary accoutrement. MINA Group came to UNIT with the goal of bringing to life a go-to burger destination, with a fun surfer vibe, that had opportunity for expansion.
SOLUTION
The Maui Onion Burger logo features a wave sandwiched between buns and tied together with a tribal spear immediately connecting guests to Hawaiian tradition. Interior signage is made from a custom “woody” surfboard. UNIT branded shelves with sunkissed surf photos, tikki gods in brand colors, and more. Intense collaboration between UNIT and the chefs helped create a guided menu for a simplified guest experience.
RESULTS
MINA Group plans to expand Maui Onion Burger to The Street’s secondary LA location. Guests frequently comment on the ease of menu in reviews – which is quite a fête, given the initial menu complexities.
