No. 08 · Brand guidelines · 2025
Wanna have foodthat EXPLODES?!
Brand guidelines · Karachi · 2025
Fried chicken, burgers and ice cream with a temper. I built Fuse a chunky stacked wordmark, a hangry black cat called BOM whose tail is a lit fuse, a sarcastically sweet voice and a street-loud world to put it in.
Open the guidelines ↓At Fuse, we’re not just feeding you; we’re diffusing the drama with flavours that slap. Crispy broast that’ll have you drooling, burgers stacked higher than your weekend plans, ice creams so good they’re practically a mic drop.
Run the cursor along the line ↑ · open the boards ↓
Sarcastically sweet. Hyper-local. Always a bit hangry.
Fuse talks like your funniest friend from Karachi: it roasts you lovingly, it never sounds basic, and it makes you feel like you’re in on the joke. Pick a key element of the voice, then pull the fuse to print a poster in it.
“We’ll roast you lovingly, just like our broast.”
Wanna have food that EXPLODES!!
Sarcastically Sweet1 / 10 headlines, all from Anna’s campaign
Four chunky letters. Two lockups.
The Fuse logo is a wordmark that is bold and bright. Its chunky lettering lets it stay dynamic and appealing to a vast range of audiences: stacked as a square for signs and stickers, or in one line for fascias and packaging.
Go on, break it.
Every rule from the guidelines is a button. Press one and watch the logo do the thing it must never do.
Built big. The stacked mark is a square, so it sits on a corner fascia as easily as on a sticker.
Meet BOM. The OG vibe-checker.
You know that feeling when hunger turns you into a ticking bomb, or should we say “BOM”? Fuse’s fiery black cat has a lit tail (literally) and an attitude to match: hangry one second, totally lovable the next, just like you before and after BOM food.
- Impatient & mood swingerHangry one second, lovable the next, just like all of us before and after food.
- Fiery but lovableAn explosive temper, literal and figurative, but the life of the party once the cravings are met.
- Karachi’s spiritHustles hard, loves spicy food, doesn’t tolerate bad vibes.
- The OG relatableHunger, traffic and mood swings make BOM everyone’s spirit animal.
Watch him get hangry.
BOM’s mood follows his stomach. Stay here and his hunger rises on its own. Drag the spark to set it yourself, or feed him and see what Fuse food does to a cat.
04A bomb-shaped body to go with the fuse idea
The mascot boards, pinned up.
Drag them around · click one to open it
Five colours, all loud.
Firey red and BOM brown carry the brand; soft beige gives it air; paw pink and yellow vibe come in for the jokes. Click a colour to dress the page in it. Click the code to copy it.
Burn your tongue
Headlines: MD Lump, always loud, in caps or lowercase. Body: Just Sans, for legibility and paragraphs. (The live tester uses a web stand-in; the boards show the real faces.)
- On the street
- Signs & inside
- To go
- Merch
A night out in Karachi.
Shelters, shutters, trucks and takeaway boxes: BOM gets everywhere hunger does. Every one of these is from the guidelines.
Brand identity · mascots · guidelines
Hungry for a brand that explodes?
Logos, characters, a voice people quote back, and guidelines a team can actually run with. I make brands that get photographed before the food does.
Next projectThe Tasting Menu →