Project context
CLATOS is a creperie business undergoing a strategic transition from a local, independently operated brand to a scalable concept prepared for franchising. The objective of the project was not just visual refinement, but a full brand repositioning – creating a modern, clear, and scalable visual identity capable of supporting brand growth across multiple locations.
The focus was on building a robust brand system, not a one-off redesign.
Repositioning the Brand for Its Next Stage
The existing brand needed to evolve in order to support:
- consistent replication across future franchise locations
- clearer brand recognition in competitive food & hospitality environments
- easier implementation by multiple stakeholders
This stage focused on defining a more structured, modern, and neutral visual direction, while preserving the approachable and friendly character of the brand.
Designing a Logo System Built for Replication
Instead of treating the logo as a static mark, it was redesigned as a flexible logo system.
The new identity was built to:
- function consistently across multiple physical locations
- adapt easily to signage, packaging, uniforms, and print materials
- maintain visual coherence regardless of scale or context
Multiple logo variations and usage rules were defined to ensure controlled flexibility, a key requirement for franchised brands.
Building a Clear Visual Identity Framework
The logo system was expanded into a complete visual identity, covering:
- typography and hierarchy
- colour usage and contrast rules
- layout principles and spacing
- do’s and don’ts for brand applications
All elements were documented into a visual identity guide, designed to act as a practical implementation tool – not just a presentation document.
Brand Implementation Across Operational Touchpoints
The identity system was applied to real operational use cases, including:
- stationery and printed materials
- in-store branding elements
- packaging and promotional assets
Each application reinforced the same underlying system, ensuring that the brand remains consistent and recognisable as it scales into new locations.
A Franchise-Ready Brand System
The outcome of the project is a franchise-ready visual identity, designed to be:
- easily replicated
- consistently implemented
- adaptable to future brand extensions
By prioritising structure, clarity, and usability, the brand is now positioned to grow without losing visual coherence or brand equity.
Outcome
- A repositioned brand identity aligned with long-term business goals.
- A scalable logo and visual system suitable for franchising.
- A clear identity guide supporting consistent rollout.
- A solid foundation for future expansion and brand evolution.
