Cub
Cub
Cub
Info
Cub is a food brand built around simplicity, clarity, and character. Inspired by early internet emoticons, the identity uses minimal shapes, playful mascots, and a bold orange-led palette to create a brand that feels approachable, memorable, and slightly unconventional.
Year
2025
Client
Cub
Services
Brand Identity, Illustration
The project explores how simple graphic forms can carry personality and emotion. The visual system is intentionally reduced to recognizable shapes, allowing the brand to remain highly flexible across packaging, digital content, motion, and physical environments. A family of cub mascots introduces humor and storytelling, while the restrained palette of orange, black, cream, and off-white keeps the identity cohesive. The tone balances friendliness with a subtle edge, creating a brand that feels playful without becoming childish. Every element was designed to be readable, expandable, and easy to adapt as the brand grows.
The project explores how simple graphic forms can carry personality and emotion. The visual system is intentionally reduced to recognizable shapes, allowing the brand to remain highly flexible across packaging, digital content, motion, and physical environments. A family of cub mascots introduces humor and storytelling, while the restrained palette of orange, black, cream, and off-white keeps the identity cohesive. The tone balances friendliness with a subtle edge, creating a brand that feels playful without becoming childish. Every element was designed to be readable, expandable, and easy to adapt as the brand grows.
The project explores how simple graphic forms can carry personality and emotion. The visual system is intentionally reduced to recognizable shapes, allowing the brand to remain highly flexible across packaging, digital content, motion, and physical environments. A family of cub mascots introduces humor and storytelling, while the restrained palette of orange, black, cream, and off-white keeps the identity cohesive. The tone balances friendliness with a subtle edge, creating a brand that feels playful without becoming childish. Every element was designed to be readable, expandable, and easy to adapt as the brand grows.
Mohamed A.
Co-Founder
"What I loved most was how alive the brand felt. There’s a huge amount of depth and personality in it, yet everything works together naturally. It’s playful, memorable, and built with enough flexibility to grow far beyond its original offering. The thinking behind it was unlike anything I’d seen before, and it gave us a foundation that feels both exciting and scalable."
Mohamed A.
Co-Founder
"What I loved most was how alive the brand felt. There’s a huge amount of depth and personality in it, yet everything works together naturally. It’s playful, memorable, and built with enough flexibility to grow far beyond its original offering. The thinking behind it was unlike anything I’d seen before, and it gave us a foundation that feels both exciting and scalable."
