Pure Kitchen Rebrand

about

I was given the challenge of rebranding a vegetarian or vegan restaurant. The biggest challenge was that I eat meat. I really had to step out of my comfort zone and do a lot of research. Once I found Pure Kitchen, I knew automatically they needed some creative assistance. The brand mark had no imagery. It was the name of the restaurant in black Helvetica type. When walking into the establishment, I saw no apparent style, color, nor enough seating to really be a full restaurant. After sketching, I received a critique. It was suggested to somehow use a bike because of the owner’s Japanese background and that the restaurant is more of a grab-and-go for those who can’t stay to eat.

The owner liked her previous black Helvetica brand mark because she said it was a clean look, but I believe that she could still have that clean look with the two tones of blue, a different typeface that has a hint of more personality, and a logo that has two meanings which I created.