Meat Vandals – (2018)
Brand Strategy, Creative Direction, Naming, Brand Identity
About: Meat Vandals is a new Prague based restaurant offering a specially prepared chopped meat in a homemade bun. We helped develop their brand strategy and story, create the name for their franchise and their whole visual language and identity.
Goal: To become the most favorite niche franchise concept in Czechia - beloved by foodies and meat lovers from all around the world.
Target: Passionate locals who love to experience new things and tastes in their city. Meat lovers who want to experience something "different" and tourists that are looking for an interesting place to eat.
Values: Obsession, Quality, Creativity, Speed, Passion, Foolishness / Craziness
Naming:
Meat - as the definition of what we do for our living, what we are most passionate about and what we serve to our customers.
Vandals - /ˈvand(ə)l/ a person who deliberately damages or destroys a property of others - pulled meat is slowly cooked for hours and then quickly shredded into pieces - cooks as the vandals destroying meat's original form to create a new taste experience.
Design Strategy:
Our main goal was to create a bespoke visual identity that would correspond with the goal and the customer's taste experience. The visual language is raw, creative and crazy. Just as the vandals themselves. No two buns are the same, even tough the ingredients are. We wanted to encompass this idea by combining two fonts and crafting a special mark with hand-written message. The letter "M" from the mark will be used for the buns.
A contrasting color palette consisting of red, black and grey was chosen to underline the whole experience. These creative direction will be further developed in the interiors of bistro combined with illustrations and brand patterns.
Project created for Soulmates alongside Design team led by Charlie Isslander.
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