Sidemen
A The Sidemen are one of the largest creator collectives to come out of the UK. Formed in 2013, the group consists of seven members and has built a combined audience of over 100 million subscribers across their network of channels. Their main channel alone sits in the tens of millions, with content spanning entertainment, challenges and live events. Beyond YouTube, they’ve expanded into multiple business ventures, turning audience attention into scalable consumer brands.
A The Sidemen are one of the largest creator collectives to come out of the UK. Formed in 2013, the group consists of seven members and has built a combined audience of over 100 million subscribers across their network of channels. Their main channel alone sits in the tens of millions, with content spanning entertainment, challenges and live events. Beyond YouTube, they’ve expanded into multiple business ventures, turning audience attention into scalable consumer brands.
Sides
EatSides is the group’s food brand, Sides quickly grew into a multi site operation across the UK, with physical restaurant locations alongside its dark kitchen model. The brand focuses on fried chicken and fast food, built with a digital native audience in mind. Strong visual identity, bold colour use and a tone that reflects the founders’ personalities have been key to its growth, helping it stand out in a crowded market and translate online recognition into real world presence.
EatSides is the group’s food brand, Sides quickly grew into a multi site operation across the UK, with physical restaurant locations alongside its dark kitchen model. The brand focuses on fried chicken and fast food, built with a digital native audience in mind. Strong visual identity, bold colour use and a tone that reflects the founders’ personalities have been key to its growth, helping it stand out in a crowded market and translate online recognition into real world presence.
Brief
The brief was to adapt the existing Sides identity system for a new category. Iced coffee.
The brief was to adapt the existing Sides identity system for a new category. Iced coffee.
The focus was on making the brand fit for purpose within a retail environment while maintaining its established visual language. Shelf presence needed to be immediate. The audience needed to feel familiar with it. And the system needed to flex without losing consistency.
The initial rollout consisted of four variants. Original. Caramel. Mocha. Vanilla.
The outcome is a design system that holds together as a single family while allowing each flavour to carry its own identity. Recognisable at a glance. Flexible in application.
