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Giros Republic is a fresh food concept born in Amsterdam, designed to introduce an authentic yet modern take on Greek street food to an international audience. With gyros as a daily culinary symbol of Greek culture, the brand was created to merge the simplicity, taste, and warmth of neighborhood food with a contemporary, urban identity fit for any global metropolis.
Our Approach
Branding with a Clear Role
From day one, we treated Giros Republic not as a fast-food venue, but as a cultural proposition. The idea of a “Giros Republic” gave us room to design a brand with energy, modularity, rhythm, and a forward-looking aesthetic rooted in today, not in nostalgia.
We created an identity built around bold typography, geometrically structured motifs, and a color palette that supports the urban, casual, and youthful profile of the brand.
Verbal elements such as slogans, one-liners, and hunger-driven wordplay are woven into the brand’s applications, acting both as visual elements and as extensions of its tone of voice.
Street food is not a trend. It’s a language.
Design System - Modular, Bold, Repeatable
The brand system follows the principles of modular design, with recurring patterns and graphic components applied consistently across formats from menu boards and uniforms to packaging kits.
The logo, built with clean geometry and strong presence, serves as the brand’s visual anchor. Its repetition and layering enhance both recognition and flexibility across all applications. We emphasized structure and rhythm in every layout, ensuring that each touchpoint feels intentional from flags and badges to in-store murals.
Connection to The Greek Embassy
A Unified Brand Ecosystem
Giros Republic operates as a sub-brand of The Greek Embassy, positioned as its more casual, everyday, and extroverted sibling. By leveraging subtle visual cues such as typographic relatives, layout grids, and minimalist clarity we achieved cohesion without confusion.
In essence, we crafted a brand architecture with distinct but related branches: one more premium and all-day (The Greek Embassy), the other more streetwise, fast-paced, and raw (Giros Republic) without compromising on quality or consistency.
Not just another souvlaki shop. A republic.
