A Brooklyn vegan restaurant reimagining plant-based dining with creative flavors and a fresh, inspired approach.
Vegan New Kitchen was one of the first brands Fantasma Collective had the opportunity to build and collaborate with—a brand whose story began with a simple idea: to create dishes that anyone can enjoy, regardless of their lifestyle. We set out to reimagine comfort food with a plant-based twist, proving that vegan cuisine doesn’t have to be boring or bland.
They're passionate about serving up delicious meals that make you feel great—inside and out. Connecting with a young audience, whether vegan or not, inspired us to take on the challenge of better leveraging their ideas and products for the hungry, health-conscious food lovers of NYC.
Our approach focused on blending a fun and playful identity with a modern touch. We aimed to create a brand that resonated with their core audience. We began by understanding the client’s target audience and identifying the key factors that would contribute to the brand's success while connecting people and food. It became clear that the identity needed to be warm and welcoming, conveying the honesty of their healthy meals without being too bold or polarizing, ensuring it appealed to a wide range of customers.
The food industry is highly competitive, and standing out among the many restaurants in the NYC metro area was no easy feat. Our client’s challenge was to convey their core values—playfulness and passion—while also ensuring honesty and comfort, reassuring customers that they had a reliable source for delicious, nutritious meals.
The final design solution is a fun, modern, and passionate brand without compromising professionalism, featuring an inviting personality.
