Flank is a casual fast food restaurant located in Riyadh, Saudi Arabia. The name is short, simple and easy to name by Arabs, Americans and Spanish speakers. The word refers to a meat cut that comes from the cow’s belly and forcefully represents the brand’s idea of working with original cuts and innovative cooking techniques.
When they summoned us, they asked us to create an elegant but also casual brand. That’s why we thought of a system of illustrations depicting raw materials, meat cuts and the butchers themselves, which would give the brand a playful touch. As for elegance, it is given by the color (black and white with some gray) and by a sober logo that has a lot of presence. To sum up, we chose to generate quite a bit of typographic contrast between a condensed sans serif, a light noble serif, and a script for details.