When CarolAnne Rushe decided to open a vegan cafe in Sligo (off the back of her successful ‘Green Warrior’ offering at Strandhill Market) she came to us to develop a brand that could expand beyond the bricks & mortar space on Castle Street.

We worked with the Sweet Beat team to build a visual identity for the brand that eschewed the hackneyed ‘hempen trousers’ imagery often associated with vegan/plant-based food. Instead we developed a suite of graphic fruit & veg rendered in bright shades that reflect the energy, dynamism and modernity of the enterprise. We now know that CarolAnne was ahead of the curve.

The full expression of the identity extends from tone of voice to signage to menus, loyalty cards, social media profiles, products and everything inbetween.

TAGLINE

If you know what’s good for you

It was crucial to inject some humour into the TOV for the brand to deflect pre-conceived notions of po-facedness often associated with veganism. This line radiates from CarolAnne’s personality while gently poking fun at the self-righteous brigade. 

Sweet Beat now produces a range of products for the Super Valu Academy programme.