Credits
Creative Direction:
Felipe Rocha, Leo Porto
Design: Joseph Lebus, Natalia Oledzka, Marek Nedelka, Eyal Chowers, Yedo Han, Surya Anand
Interactive Design: Marcos Rodrigues, Maya Flood
Motion Design: Josh Krauth-Harding
3D Design: Pedro Veneziano
Illustration: Philip Intile
Design: Joseph Lebus, Natalia Oledzka, Marek Nedelka, Eyal Chowers, Yedo Han, Surya Anand
Interactive Design: Marcos Rodrigues, Maya Flood
Motion Design: Josh Krauth-Harding
3D Design: Pedro Veneziano
Illustration: Philip Intile
Ecosystem for healthy fast food
PEPE is liquid_design’s love letter to healthy fast food — a rebuttal to the idea that ‘healthy’ has to mean beige, boring, or joyless. This is lunch with a pulse: built to move, designed to get noticed, and engineered to end up on your feed.
Design that keeps up
The identity was made for pace, just like its audience. A fluid logo, custom typeface, and neon-bright pattern system carry the energy across kraft boxes, cups, and cotton tees. The results came quick: 42% more user content, 100% franchise growth, 97% recycled packaging. Even the numbers keep it lean.
This wasn’t about movement for movement’s sake. The goal was to build pace, personality, and momentum into the system itself. We baked rhythm into every element, with just enough flex to keep it alive.
You can feel it in the beat of the logo, the typeface that flows, and the patterns that snap to fit whatever space they land in.
Your box is your billboard
With takeaway at the heart of the business, we treated packaging as more than a container. It’s the handshake, the storefront, the billboard. It had to carry the brand with style and clarity, whether stacked on a counter or shared in a story. So we made it bold, sharp, and genuinely hard to ignore — clean enough for a premium café, playful enough for a streetwear drop.
Looks good on anything
Merch was never a bonus round. We treated it like a brand channel in its own right, with assets that had to work just as well on a hoodie as they do in a franchise manual. From TikTok stickers to onboarding decks, the identity holds its own at every scale.
#PEPEdonism lives here
At the core of it all is a mindset: #PEPEdonism — the belief that eating well should feel good, look sharp, and never taste like compromise.
What began as a bold Russian franchise has grown into a fast-moving, fast-growing ecosystem made for gym goers, smart families, and anyone who thinks healthy should come with hot sauce. Designed to flex, built to scale, and not interested in blending in.
PEPE is liquid_design’s love letter to healthy fast food — a rebuttal to the idea that ‘healthy’ has to mean beige, boring, or joyless. This is lunch with a pulse: built to move, designed to get noticed, and engineered to end up on your feed.
Design that keeps up
The identity was made for pace, just like its audience. A fluid logo, custom typeface, and neon-bright pattern system carry the energy across kraft boxes, cups, and cotton tees. The results came quick: 42% more user content, 100% franchise growth, 97% recycled packaging. Even the numbers keep it lean.
This wasn’t about movement for movement’s sake. The goal was to build pace, personality, and momentum into the system itself. We baked rhythm into every element, with just enough flex to keep it alive.
You can feel it in the beat of the logo, the typeface that flows, and the patterns that snap to fit whatever space they land in.
Your box is your billboard
With takeaway at the heart of the business, we treated packaging as more than a container. It’s the handshake, the storefront, the billboard. It had to carry the brand with style and clarity, whether stacked on a counter or shared in a story. So we made it bold, sharp, and genuinely hard to ignore — clean enough for a premium café, playful enough for a streetwear drop.
Looks good on anything
Merch was never a bonus round. We treated it like a brand channel in its own right, with assets that had to work just as well on a hoodie as they do in a franchise manual. From TikTok stickers to onboarding decks, the identity holds its own at every scale.
#PEPEdonism lives here
At the core of it all is a mindset: #PEPEdonism — the belief that eating well should feel good, look sharp, and never taste like compromise.
What began as a bold Russian franchise has grown into a fast-moving, fast-growing ecosystem made for gym goers, smart families, and anyone who thinks healthy should come with hot sauce. Designed to flex, built to scale, and not interested in blending in.
ПЭПЭ [pɛ.ˈpɛ]
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