The logo features a warm glow moving through the letters, inspired by the smoke seen above the rotating spit in traditional pita shops. The brand values are modern, stylish, and flavorful. Starting with the natural brown tone of a pita, a modern color palette was created, combining vibrant orange with soft off-white for a fresh, inviting look. The branding often uses the phrase "alle groentjes" (all the veggies), a playful nod to the familiar question pita shop owners ask their customers in Belgium.