A symbol for a movement and a clean grid keeping it simple. For many of Plant Food + Wine's guests, a plant-based diet is a lifestyle. We created a PFW symbol that could be used as a marker, a secret way-finder to a healthier way of life. For those wanting a straight-forward minimalist way to identify the restaurant, we paired the symbol with sans serif typography presented in a clean square plate.
Matthew Kenney, the celebrity chef behind Plant Food + Wine and many more fine and casual dining restaurants around the world, likes to keep his aesthetic clean and consistent. He has been teaching his unique style of vegan, sometimes raw cuisine for years - with many of his schools integrated into his restaurant and hospitality spaces. We created a style rooted in his food education platform and complimented it across restaurant collateral like menus, guest cards, and chef's journals.
The Plant Food + Wine restaurant experience expanded from Los Angeles to New York City - making a national reach for the brand.