Round

Round is a Paris-based restaurant concept built entirely around the eggbun—and it’s more than just a spot to grab lunch. Since launching in 2021, the two founders—deeply rooted in skate, tattoo, and street culture—have aimed to create a full-fledged brand with raw energy and visual attitude.

For their second location, they brought on the creative director Pierre de Belgique to overhaul the brand’s identity. The mission? Not just another eatery, but a graphic, expressive space that feels raw and real. The vision extends far beyond food, with ambitions to grow into a broader platform for merch, events, and creative collaborations—a kind of experimental playground built on pure energy.

The creative direction pulls from graffiti, skateboarding, and tattoo culture—resulting in a visual identity that feels loud, loose, and full of attitude. Burger names overflow onto visuals. Signage is hand-painted directly on the walls. The ceiling of the restrooms is tagged using a lighter flame. Even the logo was reworked on top of a classic French brasserie-style menu. The whole look draws from 1970s skateboarding and the early days of New York graffiti, channeling a raw, DIY sensibility.

At the heart of the branding is a hand-drawn logo that moves in a circular rhythm—a subtle nod to egg-whisking, skate bowl carving, and the motion of a jump rope, referencing boxing, which inspired the name Round. The full design system extends across hand-painted signage, custom type for titles and headlines, and coordinated packaging and merch, all built to work as one energetic, cohesive identity. The result is a gritty, expressive design language that rejects the polished look of most Paris eateries.

One of the founders even got the smiley logo tattooed—proof that Round is more than a restaurant. It’s a brand built from culture, for culture!