VVQ
Brand Identity
Packaging Design
VVQ is a conceptual restaurant in Philadelphia that delivers rich, barbecue-inspired flavors using only plant-based ingredients. Aiming to offer a hearty alternative to the traditional steakhouse, VVQ seeks to introduce veganism to an audience that might not typically explore it. In designing for the restaurant, I focused on creating a look that felt both approachable and sophisticated, ensuring it would resonate with this new and unexpected target audience.
AWARDS
First Place Logo & Best Overall
Tyler Restauraunt Show
CREDITS
Designer: Marissa Klick
Art Direction: Caleb Heisey
Photography: Austen Hart
The restaurant aimed to break stereotypes surrounding vegan cuisine. To create a welcoming brand, I drew inspiration from traditional barbecue steakhouses, embracing their robust and masculine aesthetic. By adding a unique twist to this classic vibe, I aligned the design with the restaurant’s plant-based concept, achieving a balance that feels both familiar and fresh.
The Challenge
The restaurant's branding combines bold iconography and typography to convey masculinity, balanced by thin monoline detailing for a touch of sophistication. A stamp system enhances its rugged feel, while the to-go boxes and barbecue sauces make the brand easily recognizable and distinct, even outside the restaurant.
The Process
