Current use of branding
Current Branding
001
Fruit & Fries started as a small cloud kitchen and quickly gained attention for its mix of comfort food and playful experimentation. As the brand grew, its identity did not keep up. The visuals felt inconsistent, dated, and easy to overlook in a crowded market.
The goal was to reimagine the brand into something that feels as exciting as the food itself. It needed to connect with a wider audience while standing out both online and in physical spaces.
Brief
002
The rebrand focuses on energy, contrast, and personality. At its core, Fruit & Fries sits between two worlds. Fresh and indulgent. Familiar and unexpected.
Instead of leaning into a clean or minimal aesthetic, the direction embraces bold typography, bright colors, and expressive forms. The idea was to make the brand feel loud in the right way. Something that grabs attention instantly and stays memorable.
003
The identity is driven by a strong typographic approach paired with a vibrant color palette. The logotype is bold, slightly irregular, and full of character. It feels approachable and energetic without becoming messy.
The colors are inspired by desserts and fast food. Warm reds, soft pinks, and bright yellows are balanced with neutral tones to maintain readability and structure.
Brand Book
Visual system
Brand Elements
Concept
004
The identity extends across packaging, digital platforms, and physical touchpoints. Each application is designed to feel part of the same system while adapting to different contexts.
Packaging uses bold colors and expressive graphics to stand out on shelves and in delivery settings. Social media content focuses on high energy visuals that are easy to recognize and share.
Application
FRUIT & FRIES
BRAND AND IDENTITY DESIGN
3 WEEKS
