Dirty Beets
A brand identity and packaging for the launch of a new vegetarian fast food offer.
![dirty-beets-logo-close-up-designhouse-scaled](https://designhouse.co.uk/wp-content/uploads/dirty-beets-logo-close-up-designhouse-scaled.jpg)
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.
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.
![](https://designhouse.co.uk/wp-content/uploads/dirty-beets-logo-designhouse-scaled.jpg)
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.
![](https://designhouse.co.uk/wp-content/uploads/dirty-beets-chef-with-branded-apron-designhouse-scaled.jpg)
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.
![](https://designhouse.co.uk/wp-content/uploads/dirty-beets-menu-design-and-burger-designhouse-scaled.jpg)
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.
![](https://designhouse.co.uk/wp-content/uploads/dirty-beets-cassic-veggie-packaging-on-wooden-table-designhouse-scaled.jpg)