The new brand identity for vegetarian burger company, Dirty Beets, was created by London-based Designhouse and is themed on a hand-drawn tattoo.
The powerful, contemporary wordmark uses a customised version of Harbour Bold and the visual identity is refined and crafted to work in multiple applications. The colour palette features bold, energetic colours that support the strong statement being made by the brand, which offers an alternative to meat.
The various elements of the tattoo reflect the brand values and the product itself: wings represent purity and goodness; fire represents passion and energy; a heart represents love, kindness and good health; and leaves reflect all things vegetarian and the environment.
Dirty Beets is owned by global hospitality firm Delaware North, which collaborated with Designhouse on the work. The food brand has a store at Wembley Stadium in London but was launched in iconic department store Macy’s New York.
Serving high-quality vegetarian burgers and sweet potato fries, the concept is aimed at people on-the-go in fast footfall locations such as entertainment venues, sports arenas and travel hubs.
It was established in response to the dramatic growth in popularity of plant-based foods in recent years. According to a YouGov survey in January, a quarter of UK consumers are committed to reducing their meat consumption over the next year, primarily for health and environmental reasons.
The movement is being driven by a younger demographic, suggesting that the trend is likely to grow in the future and become even more mainstream. Designhouse’s identity is aimed at millennials and the increasing number of people choosing to limit their meat intake. A clean design for cleaner living.