Illustrative Branding and Menu Design
Underdog, Dundee's first 100% plant-based restaurant focusing on gourmet hotdogs, sought a vibrant brand identity to set themselves apart in the thriving hospitality scene in Dundee's west end.
With a mission to promote a positive and open-minded approach to vegan dining, they aimed to celebrate the creativity of plant-based cuisine.
Project Objective
As Dundee's first plant-based restaurant, Underdog aimed to launch with a memorable identity that showcased their commitment to gourmet vegan hotdogs. They wanted to avoid any negative stereotypes associated with vegan dining and create a welcoming atmosphere for all diners. The goal was to design a visually appealing brand that celebrated the novelty of their concept and encouraged culinary exploration.
Design Strategy
To achieve Underdog's objectives, we focused on creating eye-catching illustrations and bold design elements. Each aspect of the brand was carefully crafted to convey a sense of creativity and excitement, reflecting the restaurant's innovative approach to vegan cuisine. By using vibrant colours and playful imagery, we aimed to capture the attention of customers and convey the restaurant's fun and welcoming atmosphere. The contrasting elements of the brand design created an unexpected aesthetic, mirroring the novelty of the "vegan hot dog" concept.
Completed at Creative Graffix
