VeganBurg Rebrand

Graphic Design I with Socorro Soberano

For this class assignment, I took on the challenge of redesigning the logo for a local business to better reflect their identity. I chose VeganBurg, a popular vegan restaurant in San Francisco's Haight-Ashbury neighborhood.

Despite already having a strong brand presence online and in their packaging, I felt that the current branding did not match the unique vibe and aesthetic of the restaurant itself. Inspired by the cutesy farm interior, which features playful touches like fake grass seating and distressed wooden trays, I aimed to create a new logo that leaned into this theme and set VeganBurg apart from other fast food joints.

Research and Conceptualizing

I started by analyzing VeganBurg's current logo and website, noticing that they present themselves as a laid-back fast food joint with bold ingredient choices. However, compared to competitors like Next Level Burger and Shake Shack, their marketing image is not distinctive enough. What sets VeganBurg apart is their campy farm-themed interior that gives customers a sensory experience of what it’s like to be the cow rather than eat the cow.