Frituur Tartaar, a Belgian Fries Shop, is an icon in the city of Ghent. Why? Because of their no-nonsense attitude in how they run their business. Because of their passion for fresh and delicious homemade products and because of their versatile offer of vegan and vegetarian snacks. When Sven and Evelyn introduced their new veggie Tartar Sauce, they knew they struck gold. Needless to say, it was an instant hit.
Being on the side of natural food, they wanted to bring their tartar sauce to a bigger audience. Reconnecting people with homemade quality, delicious taste and real ingredients.
Together, we created a brand strategy for both Frituur Tartaar and their homemade Tartar Sauce. We introduced a new food brand and called it ‘Food Criminals’, creating future opportunities to commercialize more criminally mouth-watering homemade products. Proudly exuding everything that Sven and Evelyn stand for: honest, energetic, inspiring and above all without compromise for real flavours.
Their no-bullshit attitude was transformed into a smashing visual identity, where funky quotes gave them a unique voice to shout out what triggers all Food Criminals: celebrating pure made magic. And we did it criminal style all the way. It resulted in an identity designed to playfully communicate, surprise and constantly change.