Glut was born from founder Sammi Mahfouz’s American road trip and an ambition to shake up Oxford’s crowded burger scene. With a menu built around unapologetically indulgent American-inspired food, the name gave us our starting point. We embraced excess, temptation and guilty pleasures, building the brand around a contemporary interpretation of the seven deadly sins and American culture.

Working with illustration studio I Love Dust, we created an elaborate fresco depicting a modern-day interpretation of the seven deadly sins. A red, white and blue palette referenced Americana without slipping into pastiche, while bold typography completed the identity. The result was distinctive, provocative and unapologetically indulgent. Within a month of opening, Glut reached number one on Tripadvisor in Oxford.