Pasibus is a brand that grew from the street—literally.
It was born in a food truck during the wave of the culinary revolution and quickly became a phenomenon in Wrocław. However, as local popularity evolved into national expansion, the brand faced a strategic challenge: how to scale authenticity? On one hand, Pasibus felt that the chalkboard aesthetic—a visual echo of its street beginnings—was no longer effective in its new context. On the other, it didn’t want to follow the path of large QSR (Quick Service Restaurant) chains. Excessive polish and standardization would betray the rebellious spirit that attracted its first fans.

Working with such an original, defiant brand required a deep understanding of its identity.
We conducted numerous interviews with the founders, customer research, and an analysis of organizational culture and category context. We looked under the hood—not just into the burger, but into the entire brand experience. We understood that Pasibus doesn’t just satisfy the hunger for food. It satisfies a hunger for experiences—culinary, cultural, and aesthetic. The brand is constantly hungry for new inspiration, playful with language and form. It is urban, egalitarian, cheeky. It feels at home both in a food truck and in a food court—as long as it doesn’t lose its street character.

Based on these insights, we built a comprehensive brand strategy.
Pasibus’s identity was described not just in aesthetic terms, but also in the dimensions of organizational values, communication tone, and brand behavior principles. This wasn’t a facelift. It was a transformation of the brand experience—for customers, employees, and partners.

This transformation manifested in a new visual identity.
The food truck logo gained personality and became a mark of quality. We introduced a new, tasty typeface, handwritten doodles, a bolder color palette, and a precisely defined “Pasi-humor” that ties together all communication channels.

The result?
The new Pasibus stands out more in the category, looks more modern and even tastier—but hasn’t lost its DNA. It’s proof that scaling a brand doesn’t have to mean smoothing out its identity. On the contrary—it can be an opportunity to deepen and strengthen it.