The Vegan Vault is a food court restaurant that serves indulgent vegan junk food, their mission is to combat the idea that vegan food has to be boring.
The goal of the project was to create a visual identity that will resonate with not only vegans but also encourage non-vegans to try plant-based food - facilitated by the food court setting. I wanted to convey that the food was flavourful, exciting, and not afraid to be 'unhealthy'.
PROCESS
Below is an insight into my process and line of thinking specifically on the menu design, showing how I got from my first draft which didn't quite feel right to my final outcome.
On this project, I decided to use linocut to create the illustrative assets because the textural, gritty nature of it really added to the desire to get away from the squeaky clean/boring vegan diet stereotype.
