MESI Vegan Barbecue
Bringing Barbecue to the Plant-Based Community
Brand Identity & Expression
2022
As I embarked on my senior thesis, my nearly eight-year journey as a vegetarian provided a unique perspective. Along the way, I couldn't help but notice a gap in the Connecticut culinary scene—a lack of plant-based restaurants offering the rich flavors and comforting essence reminiscent of traditional American barbecue and soul-satisfying cuisine. Instead, the prevailing dining options tended to lean towards health-conscious or clean eating concepts. It was within this context that the idea for MESI Vegan Barbecue took root.
MESI Vegan Barbecue is a restaurant chain born out of a vision to provide a selection of high-quality, familiar, and beloved dishes, all created with a foundation of plant-based ingredients. The menu takes you on a culinary journey through American classics like hush puppies, cornbread, mac 'n' cheese, and fried chick'n. MESI invites you into a haven of comfort and familiarity, encouraging diners to explore the world of plant-based options.
The genesis of my thesis began with an initial proposal, grounded in thorough exploration and brainstorming. Once the concept received approval, an in-depth exploration of American barbecue history and the contemporary landscape of veganism in the United States ensued. This research culminated in an 11 page paper, serving as the spark that ignited the design phase of this project.
The evolution of MESI Vegan Barbecue's brand identity saw numerous iterations before settling on a symbol that elegantly captures the essence of the name—a simple yet evocative depiction of a sauce drip. The overall brand identity exudes a bold and captivating aesthetic, creating an inviting atmosphere where patrons can enjoy a meal in an engaging and enjoyable setting.
The materials encompassed within this project cover the essential elements required for a budding restaurant chain, including a meticulously crafted brand-book, business cards, well-tailored uniforms, dynamic digital menus, eco-friendly take-away containers, eye-catching stickers, compelling posters, engaging social media assets, and inviting storefront designs.
