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Poppy Thaxter7 finger-licking fast food brands, featuring projects from Pràctica, Seachange and Saint-Urbain
Unlike their namesake, fast food brands are here for both a) a long time and b) a good time. The seven identities we’ve spotlighted here are reflective of the vibrant and evolving industry – one that embraces bold flavours and equally bold colours. From sushi to soup, pizza to poké, there’s plenty here to sink your teeth into.
Perfect for the chilly winter months, Souper Duper is a concept restaurant providing healthy, organic and filling casual meals. Based in New York, with a seasonally-rotating menu, the core focus of the experience is to offer unique and surprising soups in an inventive and joyful way. In response to this, New York-based agency Brooklyn Design Services delivered a full identity system for the NY soup favourite, which – like its punny namesake – is playful and characterful. The driving concept that ‘soup can be fun’ is characterised by a delightful spoon-shaped logo with muddled letters that is paired with a sunny yellow that beckons to passers-by.
Souper Duper by Brooklyn Design Services
With expansion into further restaurants and pop-ups planned, small chicken and waffle restaurant Lil’ Sweet Chick – a sub-brand of the Sweet Chick chain found across New York City – needed its identity to be reimagined into something modern, but timeless. Calling on NYC-based creative agency Saint Urbain, Lil’ Sweet Chick has succeeded in developing a classic all-American-style brand identity, rooted in their aim of ‘spreading love, the Brooklyn way.’ In typical American diner fashion, Saint Urbain adopted a bright red as the brand’s hero colour, with an unexpected supporting palette of soft, pastel colours. A new charming hand-drawn wordmark is front and centre of the rebrand, providing a friendly face, partnered with an illustrated chicken-egg-hybrid character, named ‘Eggbert,’ which is found throughout the brand’s ephemera.
Lil' Sweet Chick by Saint-Urbain
Making waves within Barcelona’s plant-based scene, street food brand Good Shit Vegan Kebabs take a no-nonsense approach to both the food it serves, and the way it’s presented. As such, they turned to Barcelona neighbours, and creative studio, Pràctica to craft an identity that truly embodies their attitude. The resulting look – led by an earnest and attitude-ridden graphic language – balances the playfulness of their character, the quality of the kebabs they supply, and their mission to eradicate the misconceptions of vegan cuisine.
Good Shit Vegan Kebabs by Pràctica
A beloved Italian burger restaurant, known as ‘The Artisan Hamburger of Verona,’ Bigger Burgers is popular with students and locals alike – with a reputation for locally sourced and high-quality ingredients. For their next location, with an updated interior design direction, they were in need of a fresh and cohesive identity to match. Working closely with the interior design team at VicenziDalbon, Verona-born (and Australia-based) creative director Michele Verze was invited to craft a look that would not only bring vivacity and playfulness to the brand, but also serve as a nod to its ‘street’ origins. Inspired by the interior palette and shapes of the furniture, Verze introduces a visual language that blends high energy, colour, and geometry.
Bigger Burgers by Michele Verze
Having first debuted the identity in the summer of 2019, Oslo-based design studio Goods continued to work with Norwegian pizza chain Mano alongside sister company Heydays and interior agency OMHU; furthering their initial brand and packaging work by designing the restaurant’s spaces as well as the cans for its beer. Mano’s Neapolitan pizzas are served by the metre, and in line with Italian tradition, their dough is hand-stretched and grilled in a gas oven. As a result, everything Goods’ have created is a nod to Italian culture – starting with the brand name itself. ‘Mano’ translates to ‘hand,’ which is represented in the identity through a cartoon-like illustration of the ‘Italian hand.’ Created by Samuel Nyholm, the hand mark acts as the starting point for a whole world of illustrations – all inspired by the cartoon style found within the pink Italian newspaper Gazzetta Dello Sport – which also informed Goods’ colour of choice.
OJI (translated to ‘uncle’ from Japanese) is New Zealand’s latest and greatest Sushi brand, which is already making headlines by becoming the country’s first to have fully recyclable and biodegradable packaging, as well as local sustainably-resourced fish. Appropriately, Auckland-based studio Seachange took the task of creating OJI’s identity, illustrating both the character of OJI – who takes after their brand name – as well as crafting bespoke Kanji for the logotype. Currently with two primary sites and multiple small concessions, OJI intends to expand and franchise, a situation that demands an identity that is both memorable and joyful.
Bringing mouth-watering South American tastes to Norwegian shores, Oslo-based poké restaurant chain Limón has an energetic identity created by fellow Oslo-based ethically-driven design studio Goods – in collaboration with their sister company, Heydays. In line with its principles, Limón supplies its food within sustainable materials, such as recycled bottles, sugarcane pulp bowls and fibre cutlery – all whilst having an in-house specific recycling station for each material used. The identity, however, seeks to avoid the existing tropes of environmentally focused brands, and instead focuses on the vibrancy and zing of the food they produce.
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