To accompany the opening of their first restaurant Friska undertook a total rebrand, they were looking to expand and engage with new customers while not alienating their current base.

The main obstacle Friska faced was discovering their simple unique truth quickly. This was crucial for the passionate team to establish a brand structure that they could implement themselves.

Within just four years, Friska grew from two restaurants to seven, and as they continued to expand nationally, they required a brand that was robust enough to scale-up. During the research stage it was discovered that the business heavily relied on the personality and voice of the owners Ed and Griff. The result was therefore an identity not based on flashy graphics or clever slogans, but rather about the food, people, and lifestyle.

The tone-of-voice was critical, allowing Ed and Griff to express themselves candidly using their font and imagery. The brand guidelines provided a design language through numerous examples, ranging from signage to printed collateralI also worked directly with a fashion photographer to help capture the food in a unique style.

Designed at Hello