- B2C
- Branding
- Logo
Bulba Kraft
Visual identity for a premium fast-casual brand redefining French fries through craft, culture, and design.
Challenge
Build a visual identity for a fast-casual fries brand that sits naturally alongside heritage craft labels, not generic fast-food chains. Rooted in Slavic folk motifs, the system had to scale seamlessly from a single food truck to full packaging.
Instead of loud fast-food tropes, I turned the simple potato fry into a cultural icon. Blending warmth, tradition, and refined design into everyday food.
Solution
A Slavic folk ornament, reduced to a crown of fries. The potato, treated as the true queen of root vegetables.
From a simple fry to a symbol of quality: the crown motif ties the entire identity together, making the brand instantly recognizable.
Logo
The crown of fries grows out of a single Slavic ornament, so the mark stays recognizable from signage to a social avatar. It comes in three brand colors: yellow, navy and burgundy. Each works on its own.
Brand guidelines
A short guidelines book keeps the system consistent after launch: the logo and its variations, minimal sizes, the color palette and typography.
1/5
Approach
I started from the product, not from fast-food clichés. The fry got a folk-ornament crown, the palette stayed tight, and the rules stayed simple. The same identity holds up on a food truck, on packaging and in a single Instagram post.
