A six-pointed star with the word 'Haelsum' next to it

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

Client -> Toko Eef Services -> Branding, Digital Design Team -> Styling & Photography by Cleli
A patterned dark brown background with a logo on it that reads 'Toko Eef: Puur & Simpel'

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.
Two woman standing in the kitchen, laughing together
A patterned peach background with a logo badge on it that reads 'Toko Eef: Puur & Simpel'

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 light background with the Toko Eef logo icon on it: a stylistic lotus flower with chopsticks behind it
Two hands stamping a paper bag with the Toko Eef logo

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 photo of two hands holding a bowl with a Indonesian cucumber dish
A light background with the Toko Eef logo on it. The logo reads 'Toko Eef: Puur & Simpel'
A woman eating Indonesian dishes from a plate with chopsticks
A photo of a rice field in Indonesia with a logo badge on it that reads 'Toko Eef: Puur & Simpel'
A photo of a woman putting a 'Toko Eef' sticker on a take-out box

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.
Two photos overlapping each other displaying Indonesian palm trees
A patterned green background with a logo badge on it that reads 'Toko Eef: Puur & Simpel'
A photo from birds eye perspective of a table with various Indonesian dishes on it

Kind words

“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 light cream background with two screenshots from the Toko Eef website on it
A patterned light brown background with a logo badge on it that reads 'Toko Eef: Puur & Simpel'
A photo of hands looking through various 'Thank you' cards laying on a table

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Let’s get in touch!

Haelsum is a Rotterdam-based design studio offering branding, web design, digital design, and illustration for creative and mission-driven brands. Working with clients in the Netherlands and worldwide.

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