Aimstyle began by defining Smthng Fryd’s brand strategy and positioning with a delivery-first mindset—ensuring the brand stands out on food apps, social media, and digital menus.
The brand identity was designed to feel bold, contemporary, and expressive, capturing attention instantly in highly competitive cloud-kitchen marketplaces. Cultural nuances were considered to ensure relevance in both Jordan and Turkey, while maintaining a unified brand personality.
Packaging design played a critical role in the experience, extending the brand beyond the screen into the customer’s home. The packaging was crafted to enhance recall, protect food quality, and reinforce brand recognition at every touchpoint.