This was one of my first Identity projects. I worked with the owners of this "all vegetarian take on traditional diner food" concept to create a modern logo with a classic NYC diner identity. I designed menus, t-shirts, promotions and did some interior design work. The restaurant was located on 14th St. and 6th Ave. and had a large, passionate following.
Over the years I have occasionally looked back at this logo and am always pleasantly surprised by how much it still feels relevant.
Veg-City recently popped up again as this logo was chosen to be included in the 9/11 Memorial Museum. It was selected for both the representation of the towers in the logo and for the the fact that in the aftermath of 9/11, Veg-City Diner's owners provided daily free meals over the course of several weeks to first responders and NYC's finest working nearby.