HEY VEGGIE!
"Hey Veggie!" is a concept project developed for a design challenge.
The brief was to create a startup offering a product or service that reflects my hobbies or personality, including naming and crafting its entire visual identity — all within a 24-hour timeframe.
Below, I outline my startup concept, the motivation behind it, the design process, and the complete brand identity.
Client
Concept project
Place
Milan, Italy
Year
2020
Deliverables
Brand name
Brand identity
Project process
Creating: An app designed for vegetarians and vegans who love to travel and explore local cuisine in the cities they visit.
Motivation
My motivation for this project was driven by two main passions::
First, my love for travel. Exploring new places is one of my greatest joys.
Second, my enthusiasm for food. As a pescatarian, I often struggle to find suitable local cuisine when traveling due to limited non-meat options. I know many friends who are vegetarian or vegan face similar challenges.
Mapping and concept
The target market consists of 18- to 40-year-olds, primarily urban dwellers with a strong interest in health, sustainability, and ethical eating. These individuals are typically college-educated and have disposable income for travel and dining out.
They embrace vegetarian, vegan, or flexitarian diets and are passionate about discovering new cultures and local food scenes. As heavy smartphone users, they seek convenience and rely on apps to enhance their travel experiences.
Hey Veggie! is an app designed to feel like a friend guiding you to the best vegetarian and vegan spots in any city you visit. Whether you're a dedicated plant-based eater or simply exploring new options, Hey Veggie! helps you discover local flavors that suit your lifestyle, making dining out an enjoyable and effortless experience.
Hey Veggie is as a friend inviting you out to eat.
The bold typography and bright, cheerful colors capture the brand's vibrant spirit, reflecting its lively and welcoming approach to plant-based dining.
Graphic elements and pattern
The graphic elements that constitute a visual identity are key to defining a brand’s personality and enhancing its presence across both physical and digital materials.
For Hey Veggie!, a vibrant and geometric pattern inspired by the shapes of various fruits and vegetables has been developed. These elements can be used collectively or individually to bring the brand to life.
The icon
The icon was carefully crafted to make the brand easily recognizable and fit well into the app’s design.
By combining the letter "H" with the exclamation point, the icon is both compact and eye-catching, helping users quickly identify Hey Veggie! and making it stand out across different screens.
