Phew! Now we can talk PAX Burger...

Burgers that Pax a Punch

For the past few months we’ve been keeping a bit of a secret. Working with chef Eric Paxman on the concept for his second restaurant venture has been a joy, but it’s been very hard to keep tight-lipped about it - until now, when we’re ready to tell the world…

PAX burger will open just a few doors down from the existing Eric’s restaurant in Lindley in the premises of the old ‘La Cocina’. As a team we quickly hit on the idea of it becoming a specialist gourmet burger restaurant, which we felt was missing in Huddersfield. The expertise of Eric Paxman brought to a widely-loved iconic food gives us an exciting point of differentiation and definitely makes it the kind of place that evokes an ‘I must try this place’ reaction.

Our branding design for PAX says urban, casual, delicious, exciting. It felt right that the identity should be ‘PAX’ as a byword for ‘Paxman’, since of course, this restaurant brings us all the expertise of its award-winning chef with a sharp eye for well-sourced ingredients.

We’re currently working on roll-out of the brand in signage for the premises, menus, website and other branded elements. Today we’ve been directing a shoot to photograph a prototype burger. We watched it being made from scratch and wow, it’s pretty fabulous.

This will be the kind of place you can relax with friends and eat something familiar and hugely satisfying. Expect some twists however. This is Eric Paxman we’re talking about. PAX burger will open its doors in late February. In the meantime, we’ll just have to dream about burgers for just a few more weeks… (and phew, at least we can talk about them now!)


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No matter what the project is, here at Picture Smiths, we always insist on working through our branding process to establish the creative brief with our clients. We'd love nothing more than chatting about your brand over a good cup of tea!

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Picture Smiths
Imperial House
38 North Road


01484 606478