Friteur // Authentic Belgian Fries

Self-initiated concept project — strategy, identity and system built end-to-end by Fifth Lily Studio.

Seven Friteur sauce cups with branded packaging on an oxblood background

Most people know them as French fries. Friteur invites them to discover the real story. Inspired by Belgium’s rich fry culture and traditional double-frying technique, the brand transforms a simple food truck into a joyful, memorable destination. Through bold storytelling, playful identity design and a distinctive visual world, Friteur celebrates authentic Belgian fries while giving customers an experience worth talking about.

Deep-red Friteur wax seal with a crowned lion and fry-cone crest
Hand holding a Friteur newspaper fry cone against a blue sky
Friteur fry cones and sauce pots arranged around a branded newspaper on wood

Project gallery

Friteur food truck parked in a sunlit park, its cream livery covered in oversized burgundy lettering
Thick-cut fries tumbling into a Daily Friteur newspaper cone against an oxblood backdrop
Belgian mayonnaise poured over salted fries beside a lion-crested sauce cup
Printed Friteur menu card listing fries and sauces beneath the wax-seal crest
Crowned lion and fry-cone crest embroidered on a cream Friteur cap
Gold Friteur lion crest embroidered on a grey apron with an oxblood strap
Loose fries and branded sauce cups — curry ketchup, garlic aioli, truffle mayonnaise — on a steel prep counter
Side of the Friteur truck on cobblestones, with menu hatch, QR code and painted ketchup swirl

More from this project

Friteur — gallery

Full Friteur menu design — fries and sauces, the sauce library, Belgian specials and combos
Daily Friteur newspaper cones hanging on hooks above the fryer station
Fry dipped into an open cup of Andalouse sauce among sealed Friteur sauce cups
Front page of The Daily Friteur newspaper: "Historical error finally corrected — they're Belgian, not French"
Close-up of thick-cut Belgian fries in a newspaper cone in front of the truck
Belgian Specials section of the menu — frikandel, bicky burger, chicken croquettes and bitterballen
Fingers peeling the foil lid off a Garlic Aioli sauce cup
Friteur truck serving at a summer market, the vendor at the hatch window
Crumpled Daily Friteur newspaper wrap scattered with salt and fry crumbs
Painted corner of the Friteur truck with fry outlines and burgundy lettering in raking light
Free 30-min intro call

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