Brand Identity For Franki Social Discovery App
They turned restaurant reviews into a community, not a ratings app.
Koto rebranded Franki, transforming it from a simple discovery tool into a community-led platform for food lovers. The new identity, centered on the idea 'Make Time Dance,' brings rhythm, playfulness, and authenticity to the brand through motion, voice, and a character symbol that embodies curiosity and connection.
Set in Diatype Rounded
Insights
- Franki’s rebrand tackles a specific problem in recommendation culture: people trust video recommendations from real people more than star ratings and anonymous reviews, positioning the app against Google, Tripadvisor, and Yelp.
- The creative platform, “Make Time Dance,” frames time as the currency of the experience economy and gives Franki both a strategic and emotional role in helping users spend time on things they genuinely enjoy.
- The new identity centers on a character symbol that works beyond the wordmark—pointing to URLs, flagging locations, and introducing a wider cast of characters—so the logo becomes part of the product’s navigation and storytelling.
- Motion is built into typography, UI, and content, creating a quick, confident feel with lo-fi warmth; the system uses Diatype Rounded, Bright Yellow and Gold, and a voice inspired by the Jester archetype: warm, witty, honest, and never too serious.
- Koto positioned Franki as an insider's guide rather than a review aggregator; Gerald Torto framed it as solving "a very human problem: how to spend more of your time doing things you genuinely enjoy," while ECD Melissa Baillache said the identity "needed to move with the same energy as the product."
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