Farmgroup

Holy Moly Bangkok
Brand Concept & Brand Experience Design by Farmgroup / 2015

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Holy Moly is not your grandma’s pie shop. A little bit strange, appropriately inappropriate and always stuffed with fun. If you happen to drop by The Commons you might want to pick yourself up a couple ‘Hurry Currys’ and ‘Rouge Pigs’. Or maybe a ‘Pineapple Express’ and ‘Something Stupid’ would satisfy that sweet tooth.

The brand started with a few delicious pies and the name, Holy Moly. From there we knew the brand would be ironic, serious about pie with a lighthearted disposition. It seemed each pie should have a name and personality. We started sketching and what came about were people, places and things all rooted in Thai traditions and culture but satirical in nature. The illustrations became the life of the brand. They worked easily with the packaging, the menus and made for great stickers. They complemented the luxurious marble and copper interior with a playfulness and humor. In a short amount of time they’ve become recognizable and easily shareable.

The Yugen logotype signals a consistent foundation for the brand. As fragrances and subsequent color schemes are added, the logotype will help maintain brand equity by reinforcing the simplicity, honesty and optimism of the brand.
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To give life to the expression of the Yugen brand, we’ve created a graphic device. There are three variations on this graphic device which can then be extended and evolved further. Triangles, infused with color and arranged in different ways, can be used to suggest dynamism, energy, movement, and positivity. Combined with imagery and type they create a lively expression for the brand.
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Activating the triangles brings a heightened graphic energy to the Yugen brand. Whether you move, tile, or abstract the shapes, you can communicate a wide range of visually dynamic qualities. Loud or soft, each expression is applicable across every aspect of the Yugen brand.
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The Yugen box packaging is fundamental to achieving a timeless, bold and unified expression of brand identity and meaning. The Yugen logotype and primary graphic device will become the visual core of the Yugen packaging system.