Aumy

Aumy does vegetarian fast food. The trap in that space is well known: say "vegetarian" and everything turns pale green, leaves and health promises. Aumy wanted the opposite, to make people hungry as they walk past.

The starting point

Fast food gets chosen in a few seconds, often from the pavement. The brand had to read from a distance, on a truck, a pizza box or a menu, and make people want it before the word vegetable comes up.

Letters with an appetite

The logotype is bold, rounded, almost inflated. It comes with a small line-drawn character and an English sign-off, "Hunger Gone, Joy On". The green is deep rather than pastel, with a cream for text and an olive green for accents.

Built for real fast-food life

Takeaway boxes, food truck, menu, stamp loyalty card, business cards: every item uses the same three colours and the same drawing, so you recognise Aumy without reading the name.