Having a bunch of hobbies means always bouncing between different worlds. One day you’re testing new recipes, the next you’re setting up a board game, then out in the garden with your plants. Each hobby needs different equipment, and it can be challenging to find a shop that carries everything you need. That’s why people are craving one fun, flexible place that brings it all together.

The founders of CTRL[FREK], a group of product designers with diverse hobbies and styles, understood the frustration of shopping in countless stores for different interests. This led them to create CTRL[FREK], which is a to-go shop in Vietnam that brings every kind of hobby under one roof.

We created an identity for CTRL[FREK] that fully embodies their fun, flexible, and inclusive spirit, bringing their vision to life in every brand asset. This vibrant identity establishes CTRL[FREK] as the go-to hobby shop where everyone can discover exciting items for their leisure activities.

The dynamic logo, featuring a broad range of bold colors and lively typography, can be easily applied to various contexts and applications. To emphasize the brand’s inclusiveness and flexibility, we developed modular blocks and playful hand-drawn doodles. These elements not only unify CTRL[FREK]’s unique aesthetic but also enable even non-graphic designers, like the brand owners, to effortlessly play around with the designs.

Sharing the brand’s vibrant personality, Twistee, CTRL[FREK]’s official mascot, plays a key role in connecting with and strengthening bonds with customers. This fictional creature, with its fluid, shapeless form, was directly inspired by CTRL[FREK]’s twisting tangle logo submark. This unique design allows Twistee to perfectly embody the brand’s fun, flexible, and inclusive spirit.

We brought Twistee to life in both 2D and 3D, enabling it to embrace the distinct art styles of each format. Reflecting the belief that there’s no such thing as too much fun, we gave Twistee strong, expressive facial expressions and dynamic body language to ensure it seamlessly fits any vibe, design, or hobby community.