March 10, 2010
| Category: UK Brand Logos
| Tags: Vegan Restaurant Logo Design
Vegan Routes, a new vegan restaurant, recently opened in a Routemaster bus. If this sounds like a familiar set-up, it may be because Rootmaster, a similarly situated vegan restaurant, is located just around the corner from this new venture. Can Vegan Routes find success in a vegan market with many new and interesting choices? How will the new restaurant distinguish its brand from that of the similar and more established restaurant nearby?
There are a few things that both restaurants have in common. The first and most obvious is that they are both located in the same neighbourhood and both operate from a Routemaster bus. This alone will be enough to cause significant confusion. Both companies also share a particular passion for environmental practices as well, with renewable practices in all areas and a focus on organic, local food sources.
However, there are definitely differences. Rootmaster tends toward exotic tastes, such as spicy bean enchiladas and root vegetable curries. Vegan Routes has a limited menu that offers vegan versions of popular non-vegetarian foods such as shepherd’s pie and stew. Another difference in the menus is that Vegan Routes avoids soy as a primary source of protein, while there are several tofu options on the Rootmaster dinner menu.
The logo design of Vegan Routes is one area where it is different from Rootmaster. The Vegan Routes restaurant logo design features the company name in large white letters that are somewhat haphazardly placed. Friendly, inclusive circles and lush green leaves fill the logo design, along with earthy red accents. The logo design is eye catching and definitely expresses the eco-friendly nature of the restaurant.
The Rootmaster logo design, on the other hand, features a red circular shape with a green line through the middle. This inclusive shape is highly stylized and a little more difficult to relate to the type of experience being offered. The name is written below in a basic font, in even more basic black and white colours. The message is that this restaurant is a little more basic, which is not entirely reflective of the wide range of choices available on the menu.
One way that Vegan Routes will set itself apart is in its lack of even marginally unhealthy choices. The food here includes no preservatives and is entirely prepared without microwaving and frying. Not only is the food meat and dairy free, it is wheat and gluten free as well. This is sure to appeal to the growing number of people with severe food allergies.
Although Vegan Routes looks at first like a copycat brand, closer examination shows that it indeed has a flavour all its own. Whether it can compete in an area with not one, but several good vegan restaurant choices remains to be seen. However, the strength of the brand, the traditional comfort food choices, and the fun and wacky logo design will all be very inviting to anyone looking for a healthier option in London.
