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Turning patties into poetry

Good food, good times, good rhymes.

With patties pressed from the finest meats and burgers stacked with an artist’s touch, the food Byron makes is poetry in a bun. We helped put that poetry into motion.

It was time for Byron to beef up their branding. Inspired by their famous namesake, they worked with Taxi to develop a strategy all around poetry. There was just one thing missing. Poems. 

First we wrote a lyrical manifesto, capturing the Byron philosophy in verse form. Then, we came up with rhymes for all the flavours of the menu. We moved onto ketchup bottles, napkins, burger boxes – everything was served with a helping of words. 

Finally, we laid out some rhyming rules to help the brand team’s writers. With that, they had the tools to put poetry at the heart of Byron. Just the way it should be.

The results? Pretty tasty. Byron saw brand affinity grow 24% YoY, and outperformed Five Guys by 5%.

It’s cool to name a burger joint after a bisexual romantic poet. And although we didn’t intentionally name it after him, there’s no harm in letting people think we did.

Tom Byng
Ex-Founder, Byron Burgers
Byron's 'Poetry in a Bun' manifesto
Poetry on pack and flavour profile poems
Condiment couplets

Reed Words took ‘Poetry in a Bun’, and made it real. We knew it could work as a concept, but we needed some serious wordsmithing to pull it off. ‘There’s no better couplet than burger and bun’ f*cking lifts me up every time I read it.

Spencer Buck
Founder & CCO, Taxi Studio
Site hoardings
Packaging poem
Full set of flavour poems
Restaurant artwork
Seasoning with sonnets
Restaurant artwork