Who

The Ugly Duckling is a hospitality group with a portfolio of restaurants across Amsterdam, all united by this one defining commitment. From warm and sincere service to honouring the stories behind recipes and dishes, every detail reflects a deep respect for authenticity. While each venue maintains its own distinct identity, the core pillars of the brand ensure that everyone will instantly recognise: this is a The Ugly Duckling restaurant.

Brand development

The customer wanted to translate their vision into a recognisable and remarkably umbrella brand. It became a brand poised to disrupt Amsterdam's hospitality scene. The Ugly Duckling truly is a swan in disguise—graceful, bold, and uncompromising. A swan with perfectly aligned white feathers, standing tall and refusing to settle for anything less than excellence.

‍Brand implementation

Brandchef created a brand guide with both a verbal identity consisting of the brand story, pillars and tone of voice, and visual identity, including logo, brand colours and typographies.

1. Brand guide

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