braille burgers
braille burgers braille burgers
jan 16, 2012

braille burgers

sesame seeds spell out ‘100% pure beef burger made for you’ in braille all images are stills of ‘wimpy braille burger’ video




johannesburg-based advertising agency metropolitanrepublic is responsible for wimpy’s latest advertising campaign. as south africa’s first fast food chain, known for its bottomless chips and coke, the franchise was looking for a way  to let visually impaired individuals know that they provided braille menus at their stores. to do so, metropolitanrepublic conceived the idea to build ‘braille burgers’ whereby talented chefs, meticulously placed sesame seeds on top of buns to form phrases in braille – the sentences offering a description to the reader / consumer of what kind of burger they were about to eat.



buns baking off in the oven



reading the braille on a burger bun



credits: agency: metropolitanrepublic art director: dale mullany copywriter: keith manning creative director: wes phelan director: will collinson music: loyiso madinga photographer: mike & nick retoucher: darren bell

via between 10 and 5

  • Awesome! Now I’m going to share this with some blind friends of mine, and they will surely… oh wait, no audio and they can’t read .

    MTS_GRLD says:
  • nice project!! MTS_GRLD has a good point in terms of press / documentation.
    but the project itself is really great, kudos.

    mark says:
  • You put a P instead of an F in the word For. F is dots 1-2-4. You have dots 1-2-3-4

    Lisa L Keck says:
  • I would hope the food wouldn’t get to their plate before they knew what they were eating. No?

    mstndvn says:
  • Oh, so clever. Clever, clever sighted people.They sure know how to do a good deed for those poor blind guys who want to eat Wimpy’s Burgers and be normal!

    Dregor says:
  • Dregor I agree that something in the video comes off a bit this way, but seriously, come on, it IS a good deed (which is anyway much more for the recipients, not for you or me, to judge). Sometimes the important thing is just knowing someone has taken the effort to think of you and do something for you, whether it’s a close friend or a company. This was meant for fun. Even if it were just printed on in letters for sighted readers it would be a cute, unexpected thing. And this just takes it one step further in a good way.

    Bob Tempe says:
  • how do u write “don’t eat c..p” in braille?

    buzzoff says:
  • This commercial was made in response to an incident that happened in McDonalds in South Africa where a blind woman was asked to leave the restaurant as her guide dog was not “according to regulations”. Well done Wimpy.

    possum says:

have something to add? share your thoughts in our comments section below.
all comments are reviewed for the purposes of moderation before publishing.

comments policy
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.


a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

design news

keep up with our daily and weekly stories
492,123 subscribers
- see sample
- see sample