Superiority is a new London-based meat-free burger restaurant. They needed a new logo and visual identity that avoided the cliches and visual trends of the veggie/vegan world: firstly, they needed the design to ‘soften’ their name (they didn’t want to come across ‘holier than thou’ or ‘on a pedestal’); secondly, they wanted punters to know that their delicious food is for everyone, not just those who avoid meat or animal products generally.
We came up with the idea of a constantly changing logo – a design with one basic structure that can evolve and adapt with the use of textures, patterns and colours. The intention is to communicate that Superiority Burger is for all different tastes, and to encourage customers to try something new.
