Veggie Dash

Veggie Dash is an imagined concept for a vegetarian fast-food chain that fully embraces its difference and aims to break clichés around meat-free cuisine. A brand designed for a young, busy, urban audience — people who want fast without sacrificing taste or convictions.

The brief was clear: craft an identity that is **dynamic, accessible, and appetizing** — able to convey the **freshness** of the products, the **speed** of the service, and the **desire** each order should trigger. It required finding the right balance without falling into overly “green” or moralizing codes.

Design constraints included:
↘︎ Ensuring strong readability and brand recall
↘︎ Avoiding stereotypes of “boring” plant-based food
↘︎ Staying aligned with core values (taste, accessibility, inclusivity)

Designing an identity — even a fictional one — means laying the foundations for a credible brand experience: triggering desire at first sight, giving rhythm to a concept, and preparing the ground as if the restaurant were opening tomorrow.