bel-fries / because average fries are the enemy

who knew that french fries were a misnomer? sure, belgians speak french…but credit where credit is due. bel-fries is a fast-casual food concept designed to bring chef-level, restaurant-quality fries to the people and pay respect to the o.g. in the game of crispy, salty spuds.

tapped by an investment group who saw a market opportunity to flood the streets with perfect fries and special sauces, we got to mapping out the brand fundamentals of a food concept that could sizzle to national notoriety. after helping to find a chef to perfect the recipe, we named the brand, and built a belgium-centric story to ground the technique and set the narrative straight.

we brought in creme design to help craft the restaurant’s interior architecture design, and collaborated to create a complete visual id with logo, iconography and custom typography that would simply stand out in a crowded field of fast(er) food competitors.

what we did: naming, visual id, brand positioning, consulting, partnerships