De-Ultimate Crave approached Brand Gap with a challenge rooted in growth. The restaurant already had an established logo, but the business was expanding into two new ventures: De-Ultimate Juice and De-Ultimate Pastry.
The objective was not to redesign the existing identity, but to create a cohesive brand system that could unite all three businesses while allowing each to develop its own role within the wider De-Ultimate family.
We developed a brand architecture system positioning De-Ultimate Crave as the master brand, with De-Ultimate Juice and De-Ultimate Pastry established as connected sub-brands.
Rather than creating three separate identities, we built a shared visual framework that allowed the businesses to operate independently while remaining visibly related.
The system introduced:
The existing De-Ultimate Crave logo remained the anchor of the system. Around it, we established a consistent naming, typographic, colour, and messaging structure that creates a recognisable relationship between the three businesses.
Each sub-brand can therefore stand on its own while still belonging to the same family.
The Results:
A scalable brand architecture that transforms three individual businesses into one coherent De-Ultimate brand family—making expansion easier to manage while strengthening recognition across every touchpoint.
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