Dirty Vegan: Edgy Restaurant Branding by Jens Nilsson

When you think of vegan restaurant branding, the image of leafy greens, minimalist designs and earthy tones probably comes to mind. Swedish designer and art director Jens Nilsson decided to flip that idea on its head, and stomp all over it with a neon-lit, rebellious edge. Dirty Vegan is a plant-based junk food restaurant that shakes off the health-focused stereotypes of veganism and dives headfirst into a gritty, nightclub-inspired aesthetic.

A key element of Dirty Vegan’s branding is the cheeky lip-licking mouth symbol. This bold icon takes center stage on everything from menus to staff uniforms, but the real showstopper is the glowing neon sign that screams out from the restaurant’s exterior. It’s impossible to miss, and instantly recognizable. This vibrant new identity reflects the restaurant’s unapologetic attitude toward serving vegan junk food, with zero greens in sight.

Beyond the logo, Jens crafted a fully immersive visual experience, extending the branding to stationery, merchandise and staff uniforms. Every element feels cohesive yet unexpected, matching the restaurant’s promise of a bold and unique take on vegan fare.

To discover more of Jens Nilsson’s fantastic work, check out his website and follow his updates on Instagram.

More branding inspiration Jens Nilsson’s website