Grill'd OP81

Designing a Viral Brand Moment

A viral fan trend jokingly blamed Grill’d’s OP81 burger for Oscar Piastri’s performance. In response, Sorry Not Sorry became a playful, culturally-connected campaign that apologises to Oscar… but not too much.

This project showcases a cohesive visual identity across conceptual merch, social carousels, and OOH billboards. It’s a study in how design bridges the gap between a viral joke and a polished brand moment, keeping Grill’d firmly at the centre of the conversation.