Grease and Glory

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 claims not for the faint of heart speaks directly to a niche yet powerful audience of adventurous foodies.

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 and energetic presence everywhere.

The pattern is the true soul of the brand. It brings together iconic Chicago references, reinforcing the fast food’s deep local roots. 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.

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 visual identity for vegans, while also intriguing and appealing to audiences with more traditional dietary choices, inviting everyone to join in on the fun.