Fries&Friends: Belgian fries for everyone
Fries&Friends did what no one had done before: bringing the classic Belgian “frituur” experience to a fully halal concept - without compromising on taste, atmosphere or quality. That deserved a fitting branding.
The challenge
Fries&Friends did what no one had done before: bringing the classic Belgian “frituur” experience to a fully halal concept - without compromising on taste, atmosphere or quality. When they came to us, they didn’t even have a name yet, let alone a brand identity. But their mission was crystal clear: create a warm, accessible place where everyone can enjoy real Belgian fries, 100% halal.
From the start, it was clear this project would be about more than branding. It marked the beginning of a bigger story - one in which the client counted on us for much more than the creative side alone.
The analysis
We saw that Fries&Friends had a solid operational base but needed a partner who could truly capture the unique potential of their story. Because while a “frituur” is nothing new in Belgium, Fries&Friends’ concept was: a place where everyone can enjoy Belgian fries together, with no worries about halal.
Fries are a national treasure in Belgium, but for those who eat halal, options are often limited. Snacks rarely are, and even fries aren’t always safe. That makes grabbing fries with friends a lot less spontaneous. Fries&Friends broke that pattern, by guaranteeing everything was halal while staying true to the authentic “frituur” vibe. The result? Something truly unique: a place where nobody feels left out.
For us, that insight was the key to success: it wasn’t just about fries, but about sharing a truly Belgian experience - together. And to make that message shine, we took the lead. From strategy to execution.
The approach
We started with strategic workshops and built a clear brand pyramid. From there, we developed the entire brand identity: from name and logo to style elements, typography, and a brand guide that even inspired the interior design. The name Fries&Friends was chosen to highlight the connecting power of the brand: a warm, inclusive environment where everyone feels welcome, no matter their background or preferences.
Aspect ratio: 7/3
From A to Z
That same inclusive tone ran through the visual story too. From aprons, caps, and stickers to digital screens, outdoor lighting, and social media content - every touchpoint told the same story. We built a strategic website structure, monthly content calendars, photoshoots, copywriting, and design. Fries&Friends became a brand that truly lives - online and offline - with a mission you can feel the moment you walk in.
Aspect ratio: 6/5
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Aspect ratio: 7/3
The result
The result? A brand that not only looks good but feels right. The brand pyramid proved so solid that every later execution fit seamlessly. Both Fries&Friends and their customers were thrilled.
Today, Fries&Friends is much more than a “frituur.” It’s a brand with a story - one that began with trust.
From A to Z
Aspect ratio: 4 / 5
