VEGAAN is a healthy food destination built around the concept of Moksha, not veganism.
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VEGAAN CAFE
Rebranding for Clarity and Healthy Living
The main challenge for Vegaan was the widespread confusion around its name, which led people to assume it was a vegan restaurant. This misinterpretation impacted the brand’s positioning and potential customer base. Our task was to clarify this misunderstanding and reposition Vegaan as a clean, healthy food destination. By realigning its messaging, we had the opportunity to create a stronger connection with the audience that appreciates wholesome, fresh food.
DETAILS
CATEGORY
Rebrand
LAUNCH YEAR
2022
SECTOR
Restaurant in Food & Beverages
SERVICES
Brand Foundation Strategy, Brand Expressions Design, GTM
(01)
Project
Overview
Repositioning Vegaan to Clear Misconceptions
The main challenge for Vegaan was the widespread confusion around its name, which led people to assume it was a vegan restaurant. This misinterpretation impacted the brand’s positioning and potential customer base. Our task was to clarify this misunderstanding and reposition Vegaan as a clean, healthy food destination. By realigning its messaging, we had the opportunity to create a stronger connection with the audience that appreciates wholesome, fresh food.
WHAT WAS IMPORTANT?
The name “Vegaan” created confusion, leading customers to think it was a vegan restaurant.
Vegaan needed a clearer positioning to highlight its focus on healthy, clean eating rather than veganism.
The rebrand would allow Vegaan to tap into a broader audience of health-conscious individuals.
(02)
The Opportunity
Eliminating Confusion and Highlighting Health
Our strategy revolved around setting the record straight on what Vegaan truly represents. To address the name confusion, we introduced creative messaging that featured the word “Moksha” with a strikethrough, followed by the name “Vegaan,” emphasizing the brand’s focus on clean, healthy eating rather than veganism. The messaging was concise, witty, and direct, helping customers instantly understand the brand’s true offering. Additionally, we created two distinct sub-brands: Vegaan Select, a dine-in experience with a classy and chic atmosphere, and Vegaan Xpress, a quick-service restaurant (QSR) and delivery concept designed to be more expressive and approachable.
WHAT WE DID?
Clarifying the name by creatively rewriting posts with a strikethrough on “Moksha” and highlighting “Vegaan.”
Repositioning Vegaan as a healthy food destination, not a vegan restaurant.
Introducing two sub-brands: Vegaan Select for dine-in and Vegaan Xpress for QSR and delivery.
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The Strategy
Two Distinct Visual Identities with a Unifying Pattern
The design strategy for Vegaan involved creating two distinct brand experiences under one cohesive umbrella. For Vegaan Select, the focus was on sophistication, with a chic, upscale design language. We used elegant patterns, refined typography, and a color scheme that evoked purity and health while maintaining a premium feel. In contrast, Vegaan Xpress was designed to be vibrant and approachable, appealing to the quick-service and delivery crowd with an energetic and expressive style.
To further drive the rebranding message home, we launched an outdoor campaign that featured larger-than-life imagery of Vegaan’s new packaging, displayed across key locations in Delhi and Mumbai. This not only showcased the brand’s new identity but also helped to highlight Vegaan’s presence in these cities, making it clear where customers could find their favorite healthy food.
The unifying element across both sub-brands was a continuous pattern that flowed throughout all the collaterals, creating visual consistency and brand recognition. This pattern served as a bridge between the two experiences, ensuring that both the dine-in and delivery aspects of Vegaan felt connected yet distinct.
WHAT WE DID?
Vegaan Select: Chic interiors with a refined, classy design and color scheme.
Vegaan Xpress: Vibrant, expressive design for a more approachable QSR and delivery brand.
A continuous pattern used across all collaterals to maintain visual consistency between the two sub-brands.
Life-sized imagery of new packaging displayed in strategic outdoor locations in Delhi and Mumbai.
Clear messaging that differentiated Vegaan from veganism and emphasized its clean, healthy food offering.