VITÉZ KÜRTŐS
Hungarian Pastry Shop
Vitéz Kürtős was founded with the goal of introducing the traditional "kürtős kalács" (chimney cake) in its original, charcoal-grilled form to the world. The business has been extremely successful and now operates several kürtőskalács-making units across Hungary. In addition, it produces various products, partly for resellers, which made branding, and the creation of an umbrella brand with sub-brands indispensably necessary.
The logo features a shield at its center, shaped from the silhouette of the letter "V," the first letter of the brand's name. This symbolizes the company's strong commitment to protecting traditions and family heritage (the cakes are still made based on the founder's grandmother's recipes).
We chose gold alongside the shield shape because this segment traditionally follows a classic communication style, and we wanted to maintain that connection while distinctly setting the brand apart from competitors. Black was selected as its counterpart for its association with coal and soot while also enhancing the gold tone.
The letter "V" and the two chosen colors offer numerous variations, allowing for the creation of herringbone patterns and checkerboard-like surfaces with alternating colors.
The pattern clearly, yet subtly, showcases the brand identity on larger surfaces, making it ideal for use on various types of packaging.
For the takeaway paper bag, it was important that it serve as an elegant advertisement, stand out from a distance, and be easily distinguishable from similar businesses' bags.
A subtle, monochromatic version of the herringbone pattern is also featured in the company’s central offices, in the form of wall cladding (above).
The brand is also present at the Budapest Zoo, housed in a historic building. It was required to use the Zoo’s typeface, blue as main color and to depict the bear symbol in a way that resonates with children's visual world. These elements were integrated into the Vitéz Kürtős identity.
The business also engages in the production of chimney cake baking equipment: the Kürtős Bake’n’Roll and its accessories. Another independent business segment is the import of Transylvanian beech charcoal, ideal for uses beyond cake baking, including other gastronomic and hospitality purposes. For these two activities, we designed sub-brands that align with the main identity, while focusing on shades of red to symbolize fire.
