Branding for a Gastro-Tech Startup
Project overview
Crispy is developing a tech platform for the gastronomy sector. The existing brand image was solid but not consistently designed for digital. The goal was a radically simplified logo with a clear tech character and high recognition value.
Crispy did not want a cosmetic update. What was required was a logo that feels uncompromisingly modern. Simple, geometric, two-color. Developed for web, app, social media and physical applications.
The requirements:
- maximum two colors, optionally with gradient
- circular outer form for digital touchpoints
- strongly reduced, rounded design language
- clear connection between gastronomy and technology
The existing branding was not to be replaced, but sharpened and systematically continued.
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Based on a structured variant study, we developed seven directions. The decision fell directly on variant 1.
The rotated «C» forms a stylized pan. From it emerges a minimalist flame in a clear line form. The symbol is simple yet meaningful:
- «C» as the brand core
- Pan as a reference to gastronomy
- Upward element as a symbol of digitalization
The final logo was transferred into a consolidated branding kit, including defined typography, color world, application logic and clear guidelines.
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Crispy today feels like what it is: a tech startup with ambition.
The logo is:
- significantly more reduced
- better scalable digitally
- instantly recognizable as an icon
- edgy, modern and distinctive
The brand appearance is consistent, accessible and visually precise. Online as well as offline.
Axisbits supported us in the comprehensive planning of a multi-tenant SaaS application. What particularly impressed us is that all members of the Axisbits team, in addition to their sound knowledge of the entire development cycle, always focus on the economic aspect and the end customer. In terms of price and performance, Axisbits is, in our opinion, second to none in the national software agency landscape.
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- Logo with less clarity and digital sharpness
- No consistently thought-out application system
- Brand impact solid, but not differentiating
- Radically simplified logo with clear tech DNA
- Cleanly defined, bundled branding kit
- Modern, innovative appearance with recognition value
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