Dirty Vegan – a bold approach to veganism with an unconventional visual identity

Dirty Vegan redefines veganism by moving away from the typical “green” image.

Designed by Jens Nilsson, the branding exudes a rebellious, nightlife-inspired energy, embodied in the lip-smacking logo.

The brand embraces the indulgent side of vegan junk food – burgers and beers – while challenging perceptions of plant-based cuisine.

The identity captures the raw, avant-garde atmosphere of a nightclub, rather than the expected health-focused aesthetic.

The currently closed restaurant plans to reopen soon, bringing back its bold, non-conformist message to the public in a prime location.