A bold, new identity in the flourishing vegetarian food sector
Global hospitality brand Delaware North commissioned Designhouse to work on delivery of the brand identity for the launch of their new 100% vegetarian ‘fast food’ offer, Dirty Beets
Serving high-quality vegetarian burgers and sweet potato fries, the concept is aimed at people on-the-go in fast footfall locations such as entertainment venues, sports arenas and travel hubs.
The challenge was to craft an identity that resonated with Millennials and the increasing numbers of people eating plant-based foods, while delivering a visual representation of the brand that would work in multiple applications.
The powerful, contemporary wordmark uses a customised version of Harbour Bold. The visual identity is based on a hand-drawn tattoo, refined and crafted to work across a variety of applications. The various elements of the tattoo reflect the brand values and the product itself: wings represent purity and goodness; fire represents passion and energy; a heart represents love, kindness and good health; and leaves reflect all things vegetarian and the environment.
The Dirty Beets brand was launched in iconic department store Macy’s, New York. The new identity will be introduced across packaging, menus, signage, uniforms and promotional merchandise.
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