The Immortal Cow is a vegan pizza restaurant concept that I dreamed up as part of a fast food branding project in KU's Visual Communications program. The concept takes visual cues from the brutal aesthetic of metal music, the impassioned scribbles of a young person's sketchbook, and the gritty textures of an urban environment to create a different type of vegan restaurant.
Beyond just fleshing out an eye-catching brand identity, The Immortal Cow's collateral and language serve to inform patrons of the dairy industry's cruelty—and thus the motivation for more widespread, accessible vegan options.
The restaurant's branding includes a complete packaging system. The pizza boxes in particular feature a flexible graphic motif that keeps the logo the same scale and position on every box, no matter the size.
