RAD AVENUE
Project: Personal Project
Type: Brand Identity
Role: Designer
Year: 2024
Creative Suite:
Rad Avenue is redefining the vegan food scene with a vibrant, fun, and playful mood that challenges the stereotype of vegan food being boring. As a vegan diner/pub, Rad Avenue needed to stand out with a cool, energetic vibe, inviting people to enjoy a great time while embracing veganism.
To bring this vision to life, Rad Avenue needed a bold brand identity. The result is a striking logo that grabs attention and sparks curiosity, complemented by bright colours and a lively tone of voice. This design creates a vibrant environment that encourages people to do good while looking cool. Rad Avenue’s unique approach not only sets it apart but also inspires change and encourages a lively community.
MAKING VEGAN FUN
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The creation of Rad Avenue began with a simple but bold idea: to make vegan food fun. After researching local pubs and restaurants, it became clear that there was a significant lack of vegan-friendly pubs, especially casual and budget-conscious ones. This insight drove the design phase, where the focus shifted toward exploring brands that successfully conveyed a sense of fun, as well as analysing competitors in the vegan food space.
During the design process, sketches provided various icons and marks that would lay the foundation for the logo. The aim was to create something quirky, playful, and different, capturing the "rad" personality of the pub. Rad Avenue deliberately avoided typical plant-based imagery to break down the barrier for non-vegans or those unfamiliar with plant-based food. This choice allowed the brand to be more inclusive while maintaining its bold, adventurous identity.
In keeping with their goals of being different and fun, the brand’s colour palette and typeface were selected to reflect these values. The font "Bilo" was chosen for its range of weights and strong emphasis, offering flexibility and versatility across various brand materials. Complementing the logo, retro-styled food icons were designed to amplify the playful environment, appearing across touchpoints like signage, menus, and merchandise.
The menu itself became a crucial part of the brand experience, incorporating vibrant colours and playful language to further reinforce Rad Avenue's mission: making vegan food fun. Additional assets were carefully mocked up to ensure cohesion, resulting in a unified look and feel that conveyed the fun, inclusive atmosphere of Rad Avenue, setting it apart from traditional vegan establishments.
