To reinforce the brand identity, a repeating pattern was created from the logo symbol. It adds structure and energy while complementing the typography. Used subtly or boldly, it enhances packaging, menus, and interiors. Beyond aesthetics, the repetition deepens brand recognition and reflects the core idea of gathering—central to the logo’s meaning.
The logotype was built on the idea of viewing a table from above, with four mirrored K’s arranged to form a square around the central Ä.
This layout spells KÄK while also subtly referencing the act of gathering around food, giving the logo a bold and structured typographic presence that suits the restaurant’s tonality.
KÄK
A concept identity for KÄK—a restaurant rooted in fresh, authentic food—combining expressive typography with a modern, natural color palette.
2024
Identity
KÄK
A concept identity for KÄK—a restaurant rooted in fresh, authentic food—combining expressive typography with a modern, natural color palette.
2024
Identity
Objective
Create a conceptual brand identity for KÄK, a restaurant centered around authentic food and fresh produce, blending traditional roots with a modern food experience. The brand needed to convey honest quality, warmth, and clarity, while avoiding generic or overly rustic cues. The idea was to strike a balance between approachability and refinement.
Solution
The identity was built around a bold, typographic concept. Four mirrored K’s were arranged to create a square table in the negative space, with the Ä positioned at the center—spelling KÄK in a way that is both graphic and clever. The composition introduced a feeling of structure, balance, and gathering, tying back to the essence of shared meals.
A natural color palette of cool greens and warm browns reflected freshness and earthiness, without leaning into rustic clichés. A seamless pattern, derived from the logo, was also created to extend the identity—offering flexibility across packaging, interior details, or digital use.
Objective
Create a conceptual brand identity for KÄK, a restaurant centered around authentic food and fresh produce, blending traditional roots with a modern food experience. The brand needed to convey honest quality, warmth, and clarity, while avoiding generic or overly rustic cues. The idea was to strike a balance between approachability and refinement.
Solution
The identity was built around a bold, typographic concept. Four mirrored K’s were arranged to create a square table in the negative space, with the Ä positioned at the center—spelling KÄK in a way that is both graphic and clever. The composition introduced a feeling of structure, balance, and gathering, tying back to the essence of shared meals.
A natural color palette of cool greens and warm browns reflected freshness and earthiness, without leaning into rustic clichés. A seamless pattern, derived from the logo, was also created to extend the identity—offering flexibility across packaging, interior details, or digital use.
KÄK
Objective
Create a conceptual brand identity for KÄK, a restaurant centered around authentic food and fresh produce, blending traditional roots with a modern food experience. The brand needed to convey honest quality, warmth, and clarity, while avoiding generic or overly rustic cues. The idea was to strike a balance between approachability and refinement.
Solution
The identity was built around a bold, typographic concept. Four mirrored K’s were arranged to create a square table in the negative space, with the Ä positioned at the center—spelling KÄK in a way that is both graphic and clever. The composition introduced a feeling of structure, balance, and gathering, tying back to the essence of shared meals.
A natural color palette of cool greens and warm browns reflected freshness and earthiness, without leaning into rustic clichés. A seamless pattern, derived from the logo, was also created to extend the identity—offering flexibility across packaging, interior details, or digital use.
KÄK
Objective
Create a conceptual brand identity for KÄK, a restaurant centered around authentic food and fresh produce, blending traditional roots with a modern food experience. The brand needed to convey honest quality, warmth, and clarity, while avoiding generic or overly rustic cues. The idea was to strike a balance between approachability and refinement.
Solution
The identity was built around a bold, typographic concept. Four mirrored K’s were arranged to create a square table in the negative space, with the Ä positioned at the center—spelling KÄK in a way that is both graphic and clever. The composition introduced a feeling of structure, balance, and gathering, tying back to the essence of shared meals.
A natural color palette of cool greens and warm browns reflected freshness and earthiness, without leaning into rustic clichés. A seamless pattern, derived from the logo, was also created to extend the identity—offering flexibility across packaging, interior details, or digital use.
KÄK
