We were tasked with naming and branding of an Auckland-based, Belgian Fry chippery offering a single main item - authentic twice cooked fries.
Fry Baby is a playful and memorable brand inspired by the greaser culture of the 1950’s. The logo depicts a friendly delinquent with a fry protruding from his mouth, and a typographic aesthetic inspired by youth subculture films and posters of the era. Suggestions of rebellion and counterculture were alluded to through the use of language, imagery and typography to appeal to the target demographic and late night customer.
The large catalogue of brand assets created allowed a fresh brand vernacular which avoided repetition when used across all mediums from signage to print and social media.