URBAN VEGETABLE
Branding, Illustration, Logo Design, Packaging
ABOUT
Urban Vegetable is a fictional, plant-based fast food restaurant geared toward people who want to eat healthy on-the-go. The brand is inspired by my older sister Hannah, who expressed to me her challenges of following a vegan diet while traveling. My goal was to create a drive-through style eatery with an appealing cuisine to vegans, meat-eaters, and everyone in between. Urban Vegetable's name reflects this idea of embracing healthy eating while living a modern lifestyle, with the tagline "where fast food is healthy food." The brand uses primary colors (red, blue, and yellow) representing diversity and balance. Both of these are essential as Urban Vegetable aims to appeal to a wide range of diets, and promotes balance as a key to healthy living.
HOW IT ALL STARTED
It all started one day in 2011 when my older sister, Hannah, decided to transition to a vegan diet. She shared this news with my mother, a farm-raised meat-eater who grew up with the traditional American diet. I remember being fascinated, wondering if the two could find a happy medium between their traditional and modern diets.
Hannah always had a go-getter spirit growing up. She dove into every opportunity head-first, never settling for anything less than her best expectations. She was an advocate for the idea that adventure is the best way to learn. This childhood passion for new opportunities propelled her across the globe, exploring a multitude of destinations including Azerbaijan, Washington D.C., and Austria. She eventually found her niche in German studies and public health, graduating in 2016 from Yale University. As of late, Hannah works as a middle-school English teacher in Hamburg, Germany.
Due to this nomadic lifestyle, Hannah's limited diet became increasingly difficult to maintain. Many places she visited lacked understanding of the vegan diet, incorporating minimal options for someone looking to eat both plant-based and efficiently. This hole in the healthy fast food market inspired Urban Vegetable, as Hannah's passion for travel and helping others shouldn't come at such an inconvenience. Additionally, those who have never been exposed to plant-based foods should be given an easy opportunity to try them.
The adventurous spirit and want to eat healthy on-the-go should not be tamed.
