Le croque-monsieur canaille
Fric-Frac
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Brand strategy
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Space design
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Visual identity
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Web design
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Print design
Fric Frac is a restaurant specialized in Croque-monsieur based in Paris. This typical French Sandwich was born in Paris in 1900s.
Fric Frac means “to break in” or “burgle” in the slang of the belle Epoque. That’s the main idea of the project, to dynamite and take back this cornerstone of the Parisian culinary tradition between two slices of bread.
The logo is inspired by the square shape of the croque-monsieur allowing a matrix of fantastic stories.
