Work >  Bel-Fries

Because Average Fries Are the Enemy

  • Client


  • Industry

    Food & Beverage

  • What We Did

    Naming, Brand Strategy, Brand Positioning, Visual Identity, Product Architecture, Product Naming, Messaging, Brand Marketing, Website Design and Build, Environmental Design, and Brand Consulting

Who knew that french fries were a misnomer? Sure, Belgians speak French…but credit where credit is due. Bel-Fries is a fast-casual food concept designed to bring chef-level, restaurant-quality fries to the people and pay respect to the O.G. in the game of crispy, salty spuds.

Tapped by an investment group who saw a market opportunity to flood the streets with perfect fries and special sauces, we got to mapping out the brand fundamentals of a food concept that could sizzle to national notoriety. After helping to find a chef to perfect the recipe, we named the brand, and built a belgium-centric story to ground the technique and set the narrative straight.

We brought in Creme Design to help craft the restaurant’s interior architecture design, and collaborated to create a complete visual ID with logo, iconography and custom typography that would simply stand out in a crowded field of fast(er) food competitors.