A concept identity for KÄK—a restaurant rooted in fresh, authentic food—combining expressive typography with a modern, natural color palette.
Create a conceptual brand identity for KÄK (meaning "grub" in Swedish), 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 goal was to strike a balance between approachability and refinement.
BREIF
The identity was built around a bold, typographic concept, with the idea of gathering around a table for a shared meal. The name KÄK is intertwined in the shapes in a way that is both graphic and clever, with the composition that then translates into putting food on the table within the brand expression. A natural color palette of cool greens and warm browns reflected freshness and earthiness, without leaning into rustic clichés. To further extend the identity a seamless pattern, derived from the logo, was also created.
The identity was built around a bold, typographic concept, with the idea of gathering around a table for a shared meal. The name KÄK is intertwined in the shapes in a way that is both graphic and clever, with the composition that then translates into putting food on the table within the brand expression. A natural color palette of cool greens and warm browns reflected freshness and earthiness, without leaning into rustic clichés. To further extend the identity a seamless pattern, derived from the logo, was also created.
SOLUTION
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KÄK
KÄK
Identity
A concept identity for KÄK—a restaurant rooted in fresh, authentic food—combining expressive typography with a modern, natural color palette.
Breif
Create a conceptual brand identity for KÄK (meaning "grub" in Swedish), 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 goal was to strike a balance between approachability and refinement.
Solution
The identity was built around a bold, typographic concept, with the idea of gathering around a table for a shared meal. The name KÄK is intertwined in the shapes in a way that is both graphic and clever, with the composition that then translates into putting food on the table within the brand expression. A natural color palette of cool greens and warm browns reflected freshness and earthiness, without leaning into rustic clichés. To further extend the identity a seamless pattern, derived from the logo, was also created.
Breif
Create a conceptual brand identity for KÄK (meaning "grub" in Swedish), 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 goal was to strike a balance between approachability and refinement.
Solution
The identity was built around a bold, typographic concept, with the idea of gathering around a table for a shared meal. The name KÄK is intertwined in the shapes in a way that is both graphic and clever, with the composition that then translates into putting food on the table within the brand expression. A natural color palette of cool greens and warm browns reflected freshness and earthiness, without leaning into rustic clichés. To further extend the identity a seamless pattern, derived from the logo, was also created.