DAMA Vegan Cafe @ K11 Musea | Branding design

DAMA
– Vegan Cafe

BRANDING DESIGN

Plain, boring, and dull are some stereotypical descriptors vegetarian diets are often called by. Yet, with the distinctive visual identity system created for DAMA, vegetarian dining is proven to be otherwise. The visual identity of the brand resides in the queen Dama’s iconic fiercely red lips that are completed by two hearts, with each representing the brand’s ideal: love and share. Her lips seduce and recruit people into joining her regime of nutritional vegetarian dining. The magic of Dama’s lips becomes contagious when she also honours her five peculiarly cute creatures with the same pair of lips, leaving a lively brand image that contradicts to the stereotype of mundane healthy dining. The conceptualizations and ideals of DAMA are further engraved in customers’ minds when her tempting plumped lips unified all boldly colored promotional products, creating a unique and remarkable visual identity system for DAMA to promote its fine vegetarian dining.