I’ve noticed a unique trend emerging; with the rising popularity of ghost kitchens, there seems to be more and more unique-treat focused concepts being developed solely for delivery. One of those concepts is FryGuy, a specialty french fry-only concept. It elevates the humble side item by throwing on a slew of additional ingredients, turning the snack into a hearty meal. It’s a unique, over-the-top idea, and every over-the-top idea calls for an over-the-top brand. A bright, bold palette of yellow and black make a statement and paired with chunky, quirky, all caps type it’s hard to not grin when scrolling through this case study. The brand voice is laden with fry puns, and the personified FryGuy himself is just as cheesy, sporting shuttershades, a handlebar mustache, and a mullet.
FryGuy Delivery Kitchen Branding & Packaging Design by Firmalt.