Branding for Denver area vegetable focused restaurant – including logo design, typography, color, art direction and overall brand tonality. As a chef driven eatery that features bright, plant based meals that nourish the body and honor the earth, Vital Root was looking to position the restaurant as a ‘fast casual approach to the Omnivore’s Dilemma.’

Inspired by the expression of nature and the earth, while remaining bold and understated, the identity combines a nod to the past, present, and future. A modified custom, sans serif logotype with subtle yet distinctive quirks and details, pairs well with a visual system designed to balance out the old with the new.

Amplifying the brand’s strong stance and presence, vintage seed packet illustrations and wood block-esque typography were suggested to exude both positive energy and honesty, with a contemporary take on it’s vintage-inspired roots.