Solution

“Urban Vegetarian” was interpreted and communicated in different ways. In visual identity, the logo is a simple, striking word mark, where the “ear” of the “g” is transformed into a subtle sprout. In color palette, the restaurant features a striking use of lime green and red to convey a modern identity. On the inside, tall ceilings reaching almost 6 meters inspired the creation of a custom lighting system that visually anchors the space and absorbs sound, while in advertising, a series of play on words communicated a young, urban attitude. The caption “Saving animals one bite at a time,” for example, accompanied a large mural of a cow, while taglines such as “Pois Gras” substitutes pois (peas) for the “fois” in “fois gras.” A contemporary vegetarian restaurant for the urban set.

+