Branding led by the brand name
Disco Fries
Intro
Disco Fries is an American DJ/producer duo composed of Nick Ditri and Danny Danger. They are known for their official remixes of tracks by major artists and their original productions that have been featured on internationally renowned radio stations. Throughout their career, Disco Fries have collaborated with a wide variety of artists and musicians, including Tiesto, Nicky Romero, and Tommie Sunshine.
Challenge
- Reimagine and reestablish the label’s visual appearance to bring character and playfulness to the forefront
- Develop a look that maintains a modern aesthetic while incorporating distinctive elements to establish an engaging personality for the brand
- Capture the duos energy to ensure the fun and energetic nature of the owners are at the heart of the brand’s personality
Key Ideas & Insights
Using the brand name as a key part in the creative direction
The brand name was inspired by a fast food dish from the East Coast of the United States, with the duo finding the name amusing and fitting with their music, which is meant to be consumed quickly and provide instant pleasure. This gave us inspiration to look at American-style diners; the colours, the patterns and the textures. We used a ketchup pot as background to house the logo on as it felt synonymous with the brand name and the brand’s energy.
Brush Style Typography
A brush style look was crafted for the typography, evoking the nostalgic feel of diner signage, perfectly aligning with the theme.
Characterful but cool
Whilst the brand was based on personality and playfulness, it was important to have an undertone of relevance and being on-trend as the brand has a big following already.
