An animated scene: on an empty table, a toasted bun drops into place, then a smashed patty, a slice of cheese that melts over the edges, lettuce, two tomato slices, red onion, four pickles and a sesame top bun. A carton of fries and a cold cola join it. The burger then separates into its eight layers, and each layer is relabelled as part of a digital experience: structure, story, identity, breathing room, motion, detail, surprise and first impression.

1. 01Bottom bunToasted, cut side upStructureHolds everything up
2. 02PattySmashed thin, hard searStoryThe part with substance
3. 03CheeseOne slice, fully meltedIdentityWhat makes it yours
4. 04LettuceCold and crispBreathing roomSpace to take it in
5. 05TomatoTwo slices, ripeMotionThe juicy part
6. 06Red onionShaved, rawDetailLayers within layers
7. 07PicklesFour. Never three.SurpriseThe bite you didn't expect
8. 08Top bunBrioche, sesameFirst impressionWhat people see first
9. 09FriesTwice-cooked, sea salt
10. 10ColaCold enough to hurt

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Messy hands. Good decisions.

An experiment by

The burger is fictional. The craft isn't.

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