Pull & Unfolded

brand identity packaging collateral illustration

one playful world, two food brands — and a bunny that makes both unforgettable.

about the client

PULL and UNFOLDED are sister food brands launched under the Taraf ecosystem. PULL is an Asian-fusion street-food concept that blends Indian, Thai and Japanese flavours into bold, photogenic dishes. UNFOLDED is its premium counterpart — a vegan and gluten-free dessert brand built around conscious indulgence: ice creams, waffles, crepes and croissants made for health-minded customers who still want the joy.

the challenge

Two brands, one problem — they had to feel like a connected pair while keeping clearly separate personalities. PULL needed energy: flavour-forward, street-inspired, loud. UNFOLDED needed to feel indulgent and premium without tipping into the boring kind of "healthy." The system had to carry food appeal, category clarity and a social-first presence across both at once.

our solution

We built one flexible identity system and split it two ways. A recurring bunny motif gives both brands a memorable character and a world that stretches across packaging, menus, social and launch comms. The palette — orange, black and metallic — reads energetic for PULL and indulgent for UNFOLDED. PULL leans warmer and sharper for its street-food roots; UNFOLDED softens into a dessert-led expression for its vegan, gluten-free promise. Connected, playful and commercially ready — but each still speaks to a different craving.

Chopsticks lifting saucy noodles from a PULL bunny-print cup

UNFOLDED 'Cool Vegan Delicious' billboard with three bunnies on a city wall as a pedestrian walks past

Person holding a knitted UNFOLDED tote bag printed with the bunny poster

PULL cup of chilli-garlic edamame on a bold orange surface

Gloved hand squeezing lime over a PULL cup of chilli edamame

Two PULL kraft shopping bags, one white and one orange, printed with the bunnies and 'Pulling You Closer to Bold Tastes'

two playful food worlds, one bold launch system

Chopsticks lifting saucy PULL noodles from the orange bunny-print cup

PULL chilli-garlic edamame served in the orange bunny-print cup

two appetites, one launch

The system gave PULL and UNFOLDED a distinct, social-friendly presence from day one — PULL as a bold Asian-fusion brand, UNFOLDED as a playful premium dessert label. It also deepened our partnership with Taraf, adding two more brands to an ecosystem we've built together alongside Akiro and Berry Roasters. One identity language, stretched two ways, ready to launch.