The Counter Burger hired IDA to look at their existing restaurant brand and to develop a more refined brand image that focused on THE COUNTER and their individual gourmet burger offering. The Counter asked IDA to design a flag ship concept for them in the Historic Roosevelt Building lobby space located in Downtown Los Angeles on 7th Street. We laid out the space to have a central focal bar that was designed specifically to be the main attraction and key brand element. This central bar also incorporated a dramatic monumental hanging TV and liquor display that draws your attention immediately upon entering the restaurant. The bar was positioned to be in the center of the restaurant with adjacent bar and elevated booth seating on both sides to creating an amphitheater affect. IDA also infused the use of a deep red into the typical soft blue Counter color palette. This introduces and identifies the element of the gourmet burger. With the use of this deep red along with a darker wood, The Counter Roosevelt took on a more sophisticated and icon appearance that was more in line with their world leading customizable gourmet burger.

IDA has completed Counter projects in: Los Angeles CA, Historic Roosevelt Building downtown LA San Diego CA, 6th and G Street Irvine CA Naples Fl. Mountain View CA.