Dirt Candy is a New York City based vegetarian restaurant owned by Iron Kitchen winner chef Amanda Cohen. It is a young restaurant brand dedicated to making delicious and appetizing vegetables for not only vegetarians but everyone to enjoy. Their goal is to make people crave vegetables the way they crave fried chicken and pizza.
Dirt Candy’s current logo is very stiff, inorganic and lack of cohesion. The goal of the rebrand is to make the restaurant appear to be organic and delicious yet young and playful.
Dirt Candy’s plating is vibrant and visually exciting. The color palette of the new branding is completely drawn from its dishes to create an organic but playful atmosphere. As Amanda says, vegetables are like candy from dirt, the shape of the logo mimics the outlines of raw vegetables. The roots at the bottom of the logo convey the restaurant’s farm-to-table concept. Yet the growing sprout emphasizes its youthful, innovative and fresh restaurant culture.