Disciplines: Art direction Brand concept Concept Graphic design Identity design Brand strategy
Client: Ellis
Disciplines: Art direction Brand concept Concept Graphic design Identity design Brand strategy
Client: Ellis
Disciplines: Art direction Brand concept Concept Graphic design Identity design Brand strategy
Client: Ellis

Come as you are

Ellis was one of the first players to enter the fast casual food industry and master in serving hella good burgers. F*ck all conventions, fast food cán be premium. For the years following, Ellis dominated the Belgian, French and Dutch markets.

Now, 10 years later, the demand has changed. With more diets than anyone can keep up with, just burgers was no longer going to cut it. So out with the old and in with the new. The new Ellis is born. Offering food for meat-lovers, vegans and vegetarians alike and with a new visual identity that breaks all ties with the old Ellis.

The idea

A new menu, a new Ellis. Time for a 2021 version of “Who the fuck is Ellis”. With this new branding, we aim to take that rock ‘n roll vibe to a next level. Creating a brand that’s roguish, brutally honest and most importantly: all inclusive. We found our inspiration in the old punk rock scene where band posters were a big part of their own visual identity. We see Ellis as the anarchist of the food industry: a pioneer, sceptical of any conventions and rejecting any forms of existing routines. That’s how they roll.

The logo

With a new visual identity comes a new logo. We needed a logo that was bold and made a statement. With a logo that feels like it’s been screen printed, we created an extra asset to go along with our newborn, punk rock scene inspired visual identity.

Hungry yet?

Photography is key for the new Ellis. For this, we provided exact guidelines of what we wanted the photography to look like, which were later executed by Spot On Visuals. We no longer wanted our food and people to look unrealistically perfect. No, we want honesty. People of all ages, shapes and sizes. Showing real people eating real food. Not posed, just digging in!

We also briefed to use hard flash photography that would emphasize those imperfections even more, taken from the customer’s perspective, like someone at the table took the picture themselves with their phone.

Tattoos

A set of tattoos was designed to really break with the old “just burgers” focus of Ellis. Both meat and veggies find their place on the new menu. No boring green salads or beans in disguise, but veggies treated like veggies. These designs will be tattooed on leather to be used in the interior of the restaurants. Making veggies look cool.

After months of back-and-forth with the client to create a set of guidelines for their new visual identity, we arranged a handover with Android to take over the further rollout of this project. Website, social media, menus and other print materials were all taken care of by the all-round creative agency Android.

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Cristal