De-Ultimate Crave approached Brand Gap with a unique challenge. While the restaurant already had an established logo, the business was expanding into two new ventures, De-Ultimate Juice and De-Ultimate Pastry. The goal wasn’t to redesign the existing logo, but to create a cohesive identity system that would unify all three businesses under one recognizable brand family.
We developed a brand architecture that positioned De-Ultimate Crave as the master brand, with De-Ultimate Juice and De-Ultimate Pastry as connected sub-brands.
Inspired by identity systems used by global brands, we created a flexible visual language that retained the original logo while introducing:
This approach allows each business to stand on its own while reinforcing the strength of the De-Ultimate brand.
The result is a scalable brand family that feels connected, memorable, and ready for growth.
Customers can instantly recognize that every experience, whether it’s a meal, a pastry, or a fresh juice, comes from the same trusted brand, while each offering retains its own unique identity.
The new identity system gives De-Ultimate a stronger foundation for expansion, improved brand recognition, and a consistent customer experience across every touchpoint.
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