Newly popular Tropical Hut gets a proposed sleeker look from an admiring design company

The Tropical Hut Hamburger chain has been experiencing a resurgence in popularity and food orders from fans after staying under the radar for more than 20 years. All it took was one tweet by a loyal customer who bemoaned its lonely state in one branch for others to start flocking to the diners again. One of them, design company Urban Matrix Builders, expressed their support in another way: by redesigning a sleeker, sharper look for its logo and locations.

It was like the design transported the hamburger franchise, known for its more laid-back and homegrown colors and tones, into the 21^st century, ready to compete with bigger players like Jollibee and McDonald’s.

In its Facebook post, Urban Matrix Builders explained why it took this initiative:

“We made a conceptual modern Filipino design for our childhood favorite Tropical Hut!

Through integration of Tropical Hut's original branding and playful approach with wooden elements, we made Tropical Hut cozier and more inviting! Sarap na nakasanayan, karanasang ‘di malilimutan! (Familiarity can be delicious, and history will never be forgotten)”

The comments from Tropical Hut’s customer base were mixed. While others applauded the upgrade, some lamented the loss of the hamburger chain’s trademark simplicity and nostalgia.