As I mentioned in my review of Veganer, the new all-vegan restaurant in Chennai, love its brand name and logo. And as I mentioned there too, here’s sharing why…
It’s all about the name…
When it comes to naming a brand, I hold that, if your brand is a category-starter, as in this case, where the concept of veganism is in its baby days in India, it’s best to have a name that indicates your category. But don’t keep it only about your category; add something to it. Else, it will become generic as the category grows.
Flipkart is a good example of this. It started off as an online book store; so, naming itself as a combination of something related to books (flipping of pages) and something related to shopping (cart) was perfect. Later, as it evolved into an all-things’ online store (and one of the biggest one at that), it continued to work: ‘you’ll be able to find whatever you want in a flip’.
Back to Veganer, it too gets this bang-on. It’s of course got ‘vegan’ in it. But the ‘er’ appendage – indicating a person undertaking an action in a field of interest (as in ‘writer’/‘blogger’, ‘manager’, ‘player’) – is a whiz-stroke. Also, personally, I’m never happy calling myself an adjective: ‘I am vegan’ vs ‘I am a vegan’; ‘veganer’ solves that problem delectably.
…and about the logo too
The logo takes the name further – like any good logo.
First, it’s necessarily green. The green also indicates the category, in case some folk don’t know what the name or ‘vegan’ means. Then, the extended right arm of ‘V’ makes it look like a blade of grass, and also a checkmark: ‘the restaurant checks all the vegan boxes’ (and it does). The ‘R’ at the end is a nice touch, giving a balance to the logo, and to push it, maybe even reflects the balance that vegan folk want to bring to the world. Finally, the five middle letters seem like little faces/smilies, lending a happy touch to the logo.
Just like the food, 100/100.