Pitch

Research

Designing a brand logo for The Vegitable, a new street food restaurant with a vegetarian focus, presents an intriguing challenge, especially for someone not naturally drawn to vegetarian or vegan food culture. To navigate this task successfully, a deep dive into research and exploration of diverse ideas and influences is essential.

Initially, I explored the idea of a Japanese-themed logo, drawing inspiration from Japan's culinary heritage and the concept of street food. A Pagoda, a symbol often associated with Japanese architecture, and a vibrant red rising sun seemed fitting, symbolizing the Land of the Rising Sun. However, upon reflection, I realized that the colour red, while evocative and bold, is commonly associated with vegan and vegetarian food, potentially alienating those who might prefer a more meat-centric cuisine.

Redirecting my focus, I delved into the street food cultures of regions like the Middle East and South America. These areas boast vibrant food scenes where meat-based dishes coexist harmoniously with vegetarian options. South America, in particular, with its lush green landscapes and diverse culinary traditions, emerged as a promising source of inspiration.

Countries like Mexico and Brazil offer a wide range of flavours, blending indigenous ingredients with influences from Europe, Africa, and Asia. Street vendors in bustling markets and vibrant plazas serve up a tantalizing array of dishes, from hearty tacos and empanadas to zesty ceviche and flavourful vegetarian stews.

Drawing on this rich tapestry of culinary diversity, the logo for The Vegitable could incorporate elements inspired by the lively street scenes of South America. Vibrant food carts, bustling market stalls, and iconic ingredients like peppers, avocados, and corn could feature prominently, capturing the essence of the region's street food culture.

The colour palette could be bold and dynamic, reflecting the vibrancy of South American cuisine while also evoking a sense of freshness and vitality. Warm hues like red, orange, and yellow could be accented with cool shades of green and blue, creating a visually striking contrast that draws the eye.

Typography could play a crucial role in conveying the restaurant's identity, with playful, hand-drawn lettering adding a sense of whimsy and authenticity. Incorporating elements of street art or graffiti could further enhance the urban, streetwise vibe of the logo, reinforcing its connection to the bustling energy of South American street food culture.

Overall, the logo for The Vegitable should be a visual feast for the senses, inviting customers to embark on a culinary adventure that celebrates the diversity and creativity of vegetarian street food. By drawing inspiration from the rich tapestry of South American cuisine and street culture, the logo can capture the imagination and whet the appetite of food lovers everywhere.

These designs were well received but came with some criticism. The people who I was presenting my ideas to didn't like how I made the pagoda look like it was painted but liked the way I made the red sun go behind the pagoda and make it affect the tips of the roofs.

Someone also pointed out the text specifically "vegitable" looks too curved and almost distorted

The second design was perceived slightly worse as it was a basic design with not much going on and only 1 indication towards it being vegan/vegetarian friendly except the slogan, I expected this as it didn't take too long to create. They also thought the colour for the could have been changed to add more vibrancy to the design overall.

I don't think the white circle around the Ramon noodles was needed but could also be changed to another colour to create a contrast of the traditional Japanese colour scheme.

They also thought that I should change the hexagon between the title and the slogan to something that has a connection to Japanese culture.