Eat without the hassle.
Ready-made meals, clear choices and a convenient everyday format.
What You Want.
More time
for life.
Strategy and identity for a food and coffee brand built around freedom of choice.
2018 · Strategy · Identity · Packaging
About the project
What You Want is an everyday food and coffee concept. Ready-made meals can be taken away or enjoyed on-site, with space to work and meet people.
The challenge
Define a shared idea for guests’ different needs, from morning coffee to dinner. Turn it into a recognisable system for communications, packaging and venue design.
Brand idea
Choose what you want.
The time to live is yours.
Food from morning to night. Eat in or take away.
No cooking required.
At its heart:
freedom of choice.
The strategy focuses on people who want to spend less time cooking and more time on work, friends and their own interests.
This led to the positioning: «What You Want — forget about cooking!» The brand takes care of everyday food, while guests choose what to eat and how to spend their time.
What you want.
Choose your food, your place and your own pace, from breakfast to dinner.
Direct. Friendly.
With a sense of humour.
Short messages and a lively voice replace formal communication.
A logo that
keeps the conversation going.
Bold letters and a green flourish form the basis of the identity. The same composition works as both the brand name and a short message on an individual application.
The contrast between Rubik One and handwritten Mojito Web balances clarity with informality. Black and white anchor the composition; fluorescent green highlights what matters.
Packaging speaks
the brand’s language.
A cup, bag or sandwich box extends the same idea. Each practical object gets its own line while retaining recognisable typography.
For these close-up encounters, the guide uses playful English phrases and words written in Ukrainian. A green accent connects white paper, black surfaces and kraft materials.
Visible from afar.
Clear at a glance.
Outdoor advertising has less time to make contact. Informational messages are therefore written in Ukrainian, while the composition keeps the familiar large lettering and green accent.
The system adapts to different situations, from a joke on a cup to an offer that must be read on the move.
Brand character
throughout the venue.
The same visual principle extends to the facade, interior, display window and team uniforms. Guests encounter a familiar brand before they even order.
The guide includes different facade and application options so the identity can work across locations.
The brand in real life.
From artwork to signage, packaging and team uniforms. Implementation photographs from What You Want venues.
01 / 10
From strategy
to everyday use.
The work was compiled in a brand book: positioning, brand character and voice, typography, colours and application guidelines.
Production-ready artwork for cups, packaging, signs and venue materials complements the system. Shared principles help maintain the brand’s character in every detail.