Alter Ego is a modern and vibrant vegan restaurant in the Campo de Ourique market in Lisbon, Portugal, serving up street food made with plant-based meat alternatives.

Brand identity / Creative strategy / Content creation / Environmental graphics / Shop design / Illustration / Package design

Objective / Challenge

Alter Ego’s mission is to provide a fun and casual eating experience. Their speciality is street food made with plant-based meat alternatives - from burgers to tacos to samosas. Targeted equally at vegans, vegetarians and flexitarians, the brand identity had to convey a sense of playfulness and inclusiveness. 

Solution

The identity honours the vibrant and curious personality of the Alter Ego brand. A reverse-contrast typeface mimicking period circus posters reflects the brand’s quirky yet classic aesthetic. A hand drawn primary mark depicts a burger with a leaf, nodding to plant-based meat’s comforting and healthy simplicity. Vivid colours paired with earthy tones make an eye-catching palette for a brand that is modern and vibrant yet has its roots in natural, plant-based ingredients.