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Grease and Glory
Food
2025
Non conventional brand identity and packaging design for a non conventional fast food.
Fed up with the stereotype vegan imagery of green leaves and healthy food we designed a bold, greasy and joyful brand identity. A rebel imagery paired with claims not for the faint of heart speaks to a niche yet powerful target of foodies.
The brand’s abundance is enhanced by a playful mix of patterns, branding elements and logo variations. This allows a flexible application, from stickers to neon signs to packaging and social media.
The pattern is the true soul of the brand. It brings together iconic Chicago references, reinforcing the fast food’s deep local roots. The color palette is bold, pop, and high-contrast: mouth-watering, food-inspired hues like cheddar yellow, ketchup red, and ‘meat’ pink are paired with a contrasting blue, unconventional in the food market, emphasizing the brand’s rebel identity.
The packaging is made from fully recyclable materials, in line with the fast food chain’s vegan and eco-friendly values.
The final result is a fresh visual identity to vegans without excluding, but rather embracing and intriguing the audiences with more traditional dietary choices.
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