A pure brand for healthy and honest Asian street food restaurant Toko Eef
About the project
Toko Eef is a family owned home delivery Asian street food restaurant based in Leiden, the Netherlands. Toko Eef believes in great food with honest and healthy ingredients that make you smile.
The brand
Talking about food makes Eveline, founder of Toko Eef, light up. She’s been cooking her whole life and learned the secrets of the Asian kitchen from her Indonesian mother. For Toko Eef we wanted to translate that love for food with what the brand stands for: making people happy with honest, healthy and good food.
The logo
The logo reflects Toko Eef’s love of Asian food without being too ‘toko-ish’. The logo combines a set of chopsticks with a Jasminum sambac flower. The flower is native to tropical South East Asia and symbolizes purity, graceful simplicity and sincerity – values that match the Toko Eef brand.
Brand pattern
Inspired by Asian design we worked on a pattern to enrich the brand identity. The abstract pattern is based on the Daun Pisang kipas tree, the national leaf of Indonesia, and is tileable so it can be used on a variety of surfaces and products in the future.
“Working with Jantine helped me to shape the identity of my business in a very positive way. Jantine really understood the personal values I aimed to express and managed to create a unique brand identity which reflects everything I was hoping for. I really enjoyed working with her and she is very clear in the steps she is taking along the process.”
— Eveline Fortuin, Founder Toko Eef
Styling & Photography by Cleli.