Frix is a cool representation of the culture mix of Hip Hop and wonderous Amsterdam. While Hip Hop gives Frix its distinct style, the taste comes straight from Amsterdam, one of Europe’s most culturally rich cities. Topping up these two vibrant elements is people’s pure love for fried deliciousness. As such, this is a project fit for our fiery pencil.

Brand Identity

When we develop a brand, we look into the people who created it and try to understand their ideas, concepts, and what they intend to embody with their brand. Seeing how one of the founders of Frix is the famous Albanian Hip Hop artist, Ledri Vula, we were keen to reflect his popular style into the brand. With this in mind, we presented to the brand audience a fries and burger shop that fits their lifestyle and taste. We made sure that all the elements of the brand identity fit well together into a unique mix of cool, Hip Hop, and Amsterdam street style.

Brand Visuals

Initially, the name Frix combines the excitement of fried food with the famous X’s of Amsterdam into the logo made up of individual fries put together into the brand name.

Moreover, the bold Frix colors of black and orange derived from Amsterdam but slightly altered to make their own place in the world, further enhance the Frix brand identity.

Since brand visuals are our team’s specialty, we have illustrated an environment for the Frix location and food truck to truly embody the cool, young, and fun, qualities of the brands.

Similarly, we have created the brand mascot Lil’ Chef who introduces the brand in a comprehensive and attractive way.

Meet Lil’Chef

To provide a cohesive brand experience for Frix, we were inspired to create a very laid-back but fun communication strategy. We incorporate Lil’Chef in most communication materials and try to engage the audience with quirky and cool written and visual content. Most importantly, we draw from the Frix core cultural elements continuously and try to express the brand personality in all our communication efforts.