Over the course of the 21st century, the image of veganism has quickly changed from “quirky and weird” to “cool and mainstream.” These days, you can find vegan options in most bars and restaurants. And that’s a good thing, whether you’re vegan or simply appreciate more healthy and eco-friendly options on the menu.

But vegan restaurants in particular still suffer from the impression that they are overly health-obsessed and not exactly a place where you would go for a wild night out.

That’s why we’re very happy that graphic designer Jens Nilsson presents us with this fun branding for a vegan junk food store that offers a completely different image.

“Dirty Vegan, a Swedish restaurant and bar concept dedicated entirely to vegan food, specializes in unhealthy junk food like burgers and craft beers,” explains Jens. “The restaurant’s identity, with its lip-licking symbol, is inspired by a questionable nightclub atmosphere rather than conforming to the conventional image of a traditional, all-green, health-focused vegan culture.”

We love these designs, they make our mouths water, so we were keen to talk to Jens more about how they came about.

Logo and design system

“The company’s founders, Laura and Tyronne, wanted to create a different kind of vegan eatery,” Jens begins. “They wanted to get away from the uptight, health-focused atmosphere and instead offer classic fast food and craft beer with a more relaxed, ‘divy’ feel.”

Consequently, the licking mouth symbol is obviously the key component of the entire identity. “I think it captures the feeling of delicious food perfectly while adding a cool nightclub vibe without going over the top,” says Jens.

And the mouth is a great starting point for developing a broader design system where the lips can take on different dynamic expressions. “From the original lip-licking mouth to the kissing mouth and drink-related expressions for the coasters, the possibilities are virtually endless.”

When designing it, Jens considered all possible outcomes and implementations. “I wanted a less corporate, more illustrative feel, but at the same time made sure it remained clean and functional,” he explains. “This way it was easy to produce as a multi-layered neon sign, use for smaller prints like pins, multi-colored screen prints on beer glasses and more.”

Colors and font

When it came to colors, he wanted to move away from the typical eco-green that is used far too often in this sector. “We chose red and purple to really stand out, but also to logically harmonize with the colors of the lips and tongue,” says Jens.

“I also liked the bold combination of bold red and warm purple. The forbidden, low-contrast look seemed to fit this project perfectly.”

He chose Adieu by Good Type Foundry as his main font. “If you look at other similar burger restaurants and their current trends, it seems like everyone is moving towards a ‘Burger King’ style with soft serifs in a retro style,” Jens reflects.

“Although I love Cooper Black, it felt similar to the green color that is overused in this context. So I decided to go with a more modern sans serif font to create an interesting contrast with the mouth symbol and the use of brown paper.”

Photographing and printing

When it came to photography, Jens pushed things as far as he could. “While I was thinking about storytelling and the common thread, I also wanted each image to feel like a ‘hit,'” he recalls. “Like something really worth saving or pinning.”

“I actually counted it and to complete the 40 or so images I needed 5894 RAW files, months of photo sessions and retouching, and around 1.2 terabytes of storage space.”

When he sent the final print files of the sign to the sign maker, he was pretty nervous about the result. “Did I get the depth of all the pieces right? Is the size perfect? ​​I ended up staying up late making a 1:1 scale paper prototype of the sign just to make sure everything was right.”

Combined with the animation, created in collaboration with Brikk Studios, the result is a strong, confident visual identity that knows what message it wants to convey and does so with style. Unfortunately, the restaurant itself, which has mixed reviews on Tripadvisor, is currently closed but is set to reopen soon in a new location.