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Street-food outlet Toastits brand identity unveiled by Aesop

By Ishbel Macleod | PR and social media consultant

Aesop

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April 17, 2014 | 2 min read

A new street-food outlet, Toastits, has popped up on the market, with an identity created by Aesop.

The design for the gourmet toastie brand looked to touch upon the artisanal ‘street’ nature of the venture, as well as a cheeky side, with drink cups branded as ‘C cup’ and ‘D cup’, depending on size.
“The venture needed an instantly-recognisable iconic mark that could be replicated across a number of touch points” explained Danii Maltman, designer at Aesop, “and it needed to look fresh and contemporary but also ‘real’ and down-to-earth.”Using the toast theme, the identity uses ‘grill’ lines to create a T, with pastel colours used to show off the brand.
“Working with Aesop was a fantastic experience,” said Toastits co-founder Kenyon Shutes. “Not only are they extremely creative and bursting with ideas but they also demonstrated a thorough understanding of my new venture. The identity’s clever and funny, perfect for Toastits – and I love it!”

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