Frites & Elixir — Brand Identity Development

The Introduction

About the project · our role · our approach

About the Project

Frites & Elixir is a café-bistro built on a pairing: frites (comfort) and elixir (the crafted drink). Its elegant serif type wrapped around a sage-grey ampersand makes the '&' the hero. Mohammed Vaseeuddin was asked to build a playful-premium hospitality identity that celebrates that pairing.

Our Role — Mohammed Vaseeuddin

Make the ampersand the signature device
Define a warm, elevated bistro visual language
Establish a witty, characterful venue voice
Set colour and type for menus, signage and social

01Discovery

Understand the venue, its menu pairing and the guest it wants.

02Essence

Frame the brand around the 'and' — food and drink, comfort and craft.

03System

Logo behaviour, palette, type and menu/signage templates.

Brand Origin Story

History & heritage

Frites & Elixir was born from a simple, delightful contradiction: the humblest comfort food (frites) and the most crafted of drinks (an elixir), served side by side without apology. The oversized ampersand makes the union the whole point — this is a place built on pairings, where the everyday and the elevated share a table.

Vision & Mission

Mission · vision · promise · essence statement

Mission — what we do today

To pair honest comfort food with beautifully crafted drinks in one welcoming room.

Vision — future aspiration

To be the neighbourhood spot known for getting both the simple and the special right.

Brand Promise

Comfort and craft, always served together.

Brand Essence Statement

Frites & Elixir is the joy of the pairing — comfort and craft, joined by an '&'.

Core Values

The principles that guide Frites & Elixir

The PairingTwo things, better together.

CraftCare in the fryer and the glass alike.

WarmthHospitality that feels effortless.

CharacterPersonality on the plate and the page.

Brand Essence

Meaning · culture · interpretation

Name & symbol

'Frites & Elixir' names the high-low pairing; the giant ampersand makes the union the brand's icon.

Cultural resonance

Bistro culture celebrates the pleasure of small indulgences shared — the '&' captures it.

Emotional recipe

Delight, ease and a little indulgence.

Interpretation for the brand

Let the ampersand lead as a graphic device; pair elegant serif type with a calm sage and a warm brass accent.

Brand Archetype

Archetype · personality · tone of voice

Primary — JesterSecondary — Lover

Witty, warm and a little indulgent — Frites & Elixir speaks like a charming host who takes pleasure seriously but never itself, delighting in the high-low mix.

PlayfulWarmCharacterfulIndulgentCharming

Visual Identity

Logo · typography · colour · mood

Primary typeface

Playfair Display

An elegant high-contrast serif matching the wordmark — for the name, menus and signage.

Secondary typeface

Jost

A clean geometric sans for menu detail, prices and body copy.

Bistro Ink

Primary

HEX	#181818
RGB	24·24·24
CMYK	0·0·0·91
PANTONE	nearest — confirm on press

Sage

Secondary

HEX	#90A8A8
RGB	144·168·168
CMYK	14·0·0·34
PANTONE	nearest — confirm on press

Brass

Accent · proposed

HEX	#B08D57
RGB	176·141·87
CMYK	0·20·51·31
PANTONE	nearest — confirm on press

Cream

Ground

HEX	#F2EFE8
RGB	242·239·232
CMYK	0·1·4·5
PANTONE	nearest — confirm on press

Mood board direction

Marble counters, golden frites, jewel-toned drinks, brass fittings, soft sage walls and a hero ampersand. Playful-premium bistro warmth — high meets low, beautifully.

Hero ampersandMarble & brassGolden fritesCrafted glassSage wallsHigh-low

Business Stationery

First applications & handover

MenuAmpersand masthead with food/drink pairing layout.

SignageWindow and interior ampersand lockups.

Business cardAmpersand-forward card.

Coaster / napkinBranded service touches.

LetterheadVenue correspondence and events.

Social kitPairing-of-the-day and event templates.

Frites & Elixir.

The Contents