VGest

Transforming an Ordinary Vegetarian Diner into a Memorable and Exuberant Franchise

Client
VGest (Taiwan)
Industry
Foods & Beverage
Lifestyle
Project Scope
Soulful Brand Identity
Website Design
Packaging Design
Visionary Strategy
Sustainable Design

Break the Stereotypes of Vegetarian cuisine and Penetrate a younger demographic

Project Brief

VGest is a restaurant specializing in vegetarian pizza and offering a variety of creative fusion dishes that blend Italian and Taiwanese elements. Collaborating with local farmers, it emphasizes a low-carb diet. After partnering with us for its brand transformation, VGest is gradually expanding its restaurants across Taiwan, making vegetarian not only tasty but hip.

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The Challenge

The Personality and Focus


Since the original branding was lacking personality, marketing-focused, and lacks consistency, the rebranding efforts were necessary to speak to their core market, the professional metropolitan women in their mid 30s who need a neighborhood restaurant where they can take their children and parents to and feel at ease.

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Strategy

Repositioning First


The vegetarian industry in Taiwan is mostly religion-centric, featuring traditional Chinese cuisines. After a nation-wide vegetarian restaurant benchmark and design research, we repositioned the business into one that is more lively, cheerful, and fashionable for the younger Gen X because VGest intends to franchise its business and turn vegetarian cuisine mainstream in Taiwan.

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Brand System

Bold yet Approachable


An effective brand takes more than a logo and a set of print materials. Hence, we developed a comprehensive stylescape with in-depth brand guidelines, followed by extensive franchise package and operations manual.

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One of the goals was to bring a more natural and organic feel to the overall brand identity and product design, with a greater emphasis on showcasing the farm to table story.



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The harmonious combination of sharp and soft strokes in the logo design reflects the symbiosis between technology and nature. To speak to the younger target customer base, we experimented with a visual presentation that balances boldness and approachability.

Turning Concepts into IP


The new brand identity is unified by a set of simple graphic elements, which form a toolkit suitable for a wide range of applications, from menu design to environmental graphics.

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Devellen developed a unique set of iconography with the client to highlight the 3 values of the franchise: natural ingredients, progressive attitude, and freshly made products. The final result is a combination of well thought-out restaurant design with the fresh and exuberant VGest personality.

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Website

Vegetarian Cuisine is Far from Boring —
You'll Feel the Fun and Energy right on website.

The franchise website is designed not only for general consumers, but also to provide franchise owners with franchise information, package, and insights into the brand's philosophy. Therefore, we reorganized the entire content package in a straight-forward manner that is engaging and lively.
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Franchise Restaurant Experience

Optimizing the Customer Experience
from Brand to Space

VGest’s very first standard store is located in a prime location. Before diving into its stylistic development of the interior design, we first studied its current workflow and improved its operation and store layout. We then adjusted its overall infographics and signage applications throughout the restaurant to not only showcase the brand’s personality, but also improve the overall dinning and take-out experience.
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The open kitchen allows customers to see the food preparation process, creating an impression of freshness, hygiene, and quality ingredients. Devellen retains this feature while addressing concerns about its proximity to the road. Additionally, we redesigned the flow to make it more convenient for staff to move in and out for food delivery and to provide takeout more directly, while also optimizing the counter flow. We also assisted in planning different store formats and space efficiency based on the business model.
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Progress

VGest expanded from one store to three locations across Taiwan in about one year

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Soulful Brand Identity
Website Design
Packaging Design
Visionary Strategy
Sustainable Design
Foods & Beverage
Lifestyle