Visual Identity | 2020
Vegish is a deli shop brand designed to be inclusive. Based in Amsterdam, they invite every food curious who wants to try new flavours to join the shop's welcoming and friendly environment.
Aiming to create friendly experiences to their costumers and to encourage them to adapt and enjoy food, Vegish required a logo that could translate flexibility, multiple flavours and quality food.
With a colourful palette, I designed a joyful logo that plays with the suffix 'ish'. It's a bold and cheerful visual identity which shows that Vegish is a new brand that is here to stay. It also referes to different flavours through its varied colours, which can be combined in different and flexible ways. The tagline 'Eat Lekker'* was brought as a stamp of quality.
*Lekker: one word many meanings! This Dutch word can be used as an expression for food - delicious, yummi, tasty. But, it can be applied to places and objects as well. Anything that feels joyful is lekker (Bender, 2020)
In order to create different elements to bring a playful and remarkable brand, we created a pattern that can be used with different colours as background. It was inspired by different views of cut vegetables or fruits: it could be a peach and its stone, an avocado, an apple... let your imagination fly!