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    DISTINCTIVE BRAND IDENTITY
    DISTINCTIVE BRAND IDENTITY

    Meet Fens Backyard Kitchen

    Fens Backyard Kitchen brings together delicious flavours, inviting ambience, and memorable dining experiences in one vibrant destination. With a diverse multi-cuisine menu and a welcoming atmosphere, FBK is designed for everything from casual get-togethers to special celebrations.

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    UNDERSTANDING THE BRAND
    UNDERSTANDING THE BRAND

    Understanding FBK

    Premium Culinary Brand

    FBK was created as a refined culinary brand that combines the warmth of a personal dining experience with the sophistication of premium hospitality.

    Experience-Driven Audience

    The brand speaks to food lovers, professionals, families, and social diners who value great taste, inviting ambience, and visually memorable experiences.

    Complete Brand Identity

    The client needed a distinctive visual identity with a custom mark, colour palette, typography, and brand applications designed for consistent professional use.

    Premium Yet Approachable

    Our direction balanced elegance with warmth, creating a brand that feels sophisticated and high-quality while remaining welcoming, personal, and easy to connect with.

    THE BRAND CHALLENGE
    THE BRAND CHALLENGE

    Defining the FBK Identity

    The Core Challenge

    FBK needed a warm, personal identity that still felt premium and exclusive, avoiding generic food symbols in a crowded market.

    Warm & Personal

    The brand needed warmth, authenticity, and connection to thoughtful food while remaining polished and professional.

    Refined & Premium

    It needed a sophisticated, confident presence reflecting high standards and competing with established premium culinary brands.

    A Custom FBK Monogram

    The FBK identity is built around a distinctive monogram instead of typical culinary symbols, using refined letterforms and a circular structure inspired by a dining plate to create a modern, memorable, and timeless mark that works consistently across menus, packaging, social media, and signage.

    Defining FBK Identity
    Defining FBK Identity

    Who We Are Designing For

    An audience that appreciates both flavour and strong visual appeal in equal measure.

    Food Enthusiasts
    Busy Professionals
    Social Media Users
    Occasion Celebrators
    FINAL DESIGN DIRECTION
    FINAL DESIGN DIRECTION

    A Timeless Identity

    The FBK identity combines monogram, stroke, typography into timeless system.

    LETTERFORM MARK

    The FBK monogram acts as a compact, memorable signature for the brand.

    CIRCULAR STOKE

    References a dining plate the most fundamental culinary

    FLOWING LETTERFORMS

    Add movement and handcrafted quality to the mark.

    SERIF TYPOGRAPHY

    Strengthens premium positioning and gives the identity timeless character

    APPLICATION LOGIC

    Designed to support horizontal, stacked, end-mark and standalone-monogram arrangements. The monochrome system ensures reliable reproduction across print, digital, embossing and foil stamping.

    LOGO GRID SYSTEM

    The Fen’s Backyard Kitchen logo is built on a precise grid system for balanced proportions and consistent alignment.


    The custom FBK monogram, circular stroke, wordmark and tagline follow a unified structure, ensuring reliable use across print and digital applications.


    Inspired by a dining plate, the circular form frames the flowing serif letterforms while maintaining the logo’s clarity, elegance and premium character.


    Base Unit X: Primary Wordmark / Monogram Reference Height
    Monogram Height: 2*X
    Monogram Width: 2*X
    Wordmark Width: 7.4*X