Vex Dining

Identity
Digital
Print

—

Hospitality

It’s a word not used very often. It means ‘slight annoyance’. Florian Ribul of Vex dining approached me to help them create the means for a responsive, DIY & punk inspired identity which they could build upon and nurture over time.

They wanted their identity to reflect the way they like to cook — simple, delicious, resourceful, responsive & punk. Frequently changing menu built around the best produce they can get their hands on where, their knowledge of flavour and ingredients are the guiding principles behind consistently delicious food.

I took inspiration from 70’s Punk Zines whose design was a reaction to the rigid restrictions of Modernism where its style ripped up the rules of Swiss minimalism and neutral sans serif typography. I took a rapid and irregular approach to the construction of VEX’s logo by employing two of the most ubiquitous items in any commercial kitchen — masking tape and a Sharpie marker. These items serve as the labeling mechanism for just about everything in the kitchen. It felt right to construct the logo out of it.

A playful colour palette would speak to their cheekiness and creativity as well as diversity of produce in their food. Rubber stamps for pre-cut business card stock and any other surface they might like to stamp.

A simple, responsive website together with social media launch has put VEX on many lists as one of the hottest openings of 2020.