Fresh Graphics and Handmade Energy: Interview with Lennert Stok

A recent rebranding campaign for Karma Kebab, a restaurant located in Amsterdam Noord, caught our attention with its fresh graphics and compelling use of our Kraai font. The designer behind this identity is Lennert Stok (AKA DROOWLEN), with whom we recently had the following exchange.

You were part of the Dutch graffiti scene. What can you tell us about those years?

My love for letters, colors, and composition started with graffiti back in 2006. Growing up in the south of the Netherlands with plenty of spare time, I spent most of it skateboarding through the streets. The skate spots were always surrounded by graffiti, and that’s where I started experimenting with tagging. Later, I met a group of old-school friends who were deeply involved in the graffiti scene, which pushed me to start working with spray cans. I progressed from tagging to throw-ups, and eventually to full-color pieces on trains. Along the way, I also received commissions to create graffiti pieces for schools and children’s bedrooms. That’s when I realized there was potential to turn creativity into a living. Graffiti really shaped me as a designer, working under pressure, but also having the mentality that “the first time needs to be perfect”; there is no room for imperfections. There is always a slight hint of graffiti and handmade style in all my work. The best compliment I can receive is that people can recognize it’s made by me because of my personal style.

Did your graphic design education come primarily from your experience in street art, or did you also attend a formal art school?

I was always drawing as a kid, and my dad played a big role in shaping my creative upbringing. My high school textbooks were always filled with sketches and drawings. From a young age, I knew I wanted to attend art school; traditional studying was never really my thing. I wanted to create. Eventually, I went to SintLucas, where I studied Graphic Design with Photography, which later evolved into Mixed Media Design. Art school was a good base when it comes to understanding the basics, but the most I’ve learned is by creating a lot. Really a lot.

You’re originally from the south of the Netherlands and later moved to Amsterdam to develop your career. Are there any designers or studios that have had a particularly strong influence on your work?

During art school, I moved to Amsterdam for my first internship, and I never went back to the south. The moment I arrived, all my senses were sparked by the energy of the city. At the time, I was heavily inspired by Shoe (Niels Meulman) and Piet Parra, largely because of my love for graffiti and skateboarding culture. I was also always fascinated by the work of Gert Dumbar and later Studio Dumbar. The NS logo, in particular, always stood out to me, probably because of my connection to train graffiti (haha).

You describe yourself as a jack of all trades, and your work spans animation, character design, and lettering. Do you see yourself specializing in a particular discipline in the future, or do you prefer continuing to combine different creative practices?


I always want to challenge myself by doing new and exciting things—that’s what keeps me motivated. I enjoy being in the position I’m in now as a Brand Identity Designer, where I can work across different disciplines. At the same time, I’m interested in collaborating more with other creatives, motion designers, and art directors. Looking ahead, I’m exploring the idea of starting a collective with like-minded people in the industry.


Finally, we really like the identity and graphics you designed for Karma Kebab. What can you tell us about that project?


I’ve been designing for Karma Kebab for quite some time now. Over the years, I noticed that the brand had lost consistency, and it also lacked a strong brand story from the beginning. Pascal Labrie, the owner of Karma Kebab, wanted to evolve the brand into something more mature, while also creating room for future extensions and additions to the concept. Together, we found the right balance between preserving its original youthful, festive character and building a fresh, distinctive identity with a unique look and feel that can grow with the brand.