Charlie Food & Friends

The story

Charlie Food & Friends is a chain of buffet-style, casual restaurants that are located in shopping malls in major cities in Poland. The food is sold in “pay per weight” portions. It is a healthier and better alternative to standard foodcourt options like McDondald’s, Pizza Hut, or Burger King.

The challenge

Charlie wants to find a way to prove that he’s a better and more natural alternative for the foodcourt crowd. He wants to be perceived as fresh and natural, yet approachable and tasty. He needs an identity. He needs to be an experience. That’s where we came to the rescue.

We were hired to create his holistic brand and brand experience.

The scope

We worked with Charlie for six continuous years to create his new brand identity and experience. Some of our most important jobs included:

  • Corporate identity
  • Branding
  • Key visual design
  • Website design
  • Design of all marketing materials
  • Menu board design and creation
  • Interior design consultancy
  • Customer experience design
  • Restaurant signage


We created Charlie as an easy-going, fun-loving guy who loves healthy, tasty food, lively company, and stimulating conversation. He smiles and laughs a lot, and he loves to entertain people with his interesting (and sometimes outrageous) stories. He knows that even the best food tastes more delicious when it’s served with a smile.

Bright white and grass green were chosen as the leading brand colors, accompanied by light brown wood textures and well-designed lighting to set off the relaxed background for colorful dishes.

Maciej Adamaszek, Charlie Food & Friends, President & Founder

Maciej Adamaszek, Charlie Food & Friends, President & Founder

The team at Brand It Up is second to none in the Design and Online Marketing industry. Kam and the team are fantastic, and they’ve helped us grow our business online, using a wide range of digital services, for the last six years. They developed the whole brand and showed a great, holistic approach. You can’t go wrong with Brand It Up.

Web design

The goal of the website was to introduce a visitor to Charlie’s values and a sample menu.
The fresh, modern website evokes the atmosphere of a leisurely, delicious meal with friends.