A pure brand for healthy and honest Asian street food restaurant Toko Eef

A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum

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.

Deliverables
Branding, Collateral items, Webdesign

Client
Toko Eef

A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum
A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum

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.

A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum
A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum

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. 

A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum

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.

A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum
A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum
Kind words animated GIF by Haelsum

“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

A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum
A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum
A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum
A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum
A pure brand for healthy and honest Asian street food restaurant Toko Eef by Haelsum

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