Non conventional brand identity and packaging design for a non conventional fast food. Fed up with the stereotype vegan imagery of green leaves and “healthy” food, we designed a bold, greasy, and joyful brand identity. A rebel imagery paired with daring, in-your-face claims not for the faint of heart speaks directly to a niche yet powerful audience of adventurous foodies and daring eaters alike, unapologetically celebrating bold flavors and fun experiences.
The brand’s abundance is enhanced by a playful mix of patterns, branding elements, and logo variations. This allows flexible applications across stickers, neon signs, packaging, social media, and in-store displays, creating a cohesive, dynamic, and highly energetic presence everywhere, capturing attention and imagination at every touchpoint.
The pattern is the true soul of the brand. It brings together iconic Chicago references, reinforcing the fast food’s deep, local roots and unique personality. The color palette is bold, pop, and high-contrast: mouth-watering, food-inspired hues like cheddar yellow, ketchup red, and “meat” pink are paired with a contrasting blue, unconventional in the food market, emphasizing the brand’s rebel identity and grabbing attention at first glance.
The packaging is made from fully recyclable materials, in line with the fast food chain’s vegan and eco-friendly values. The final result is a fresh, exciting, and utterly memorable visual identity for vegans, while also intriguingly appealing to audiences with more traditional dietary choices, inviting everyone to join in on the fun and experience food in a whole new, unexpected bold way.
CREDIT
- Agency/Creative: StudioZak
- Article Title: Grease and Glory Visual Identity by StudioZak Celebrates Bold Flavor and Fun
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Italy
- Agency/Creative City: Rome
- Market Region: Europe, North America, Oceania
- Project Deliverables: Advertising, Animation, Art Direction, Brand Creation, Brand Design, Brand Identity, Brand Mark, Brand Strategy, Brand Tone of Voice, Branding, Creative Direction, Culinary Arts, Graphic Design, Icon Design, Illustration, Logo Design, Packaging Design, Packaging Guidelines, Pattern Design, Poster Design, Tone of Voice
- Industry: Food/Beverage
- Keywords: Branding, Brand Identity, Packaging Design, Vegan, Food, Fast Food, Food & Beverage
-
Credits:
Creative Director: Paula Pozza
