Logo Design and Branding Specialists in Richmond, VA

Bellrae Marketing was hired to develop an entire brand strategy and logo design for Devil’s Lettuce in Innsbrook. The business was being built from scratch and everything needed to be developed from the ground-up including name, logo, typography, brand colors, menu design, business card design, interior design, and more.

Results

  • In-depth strategy session resulted in brand elements that appeal to target audience
  • Delivered brand strategy that included unique naming, logo design, color palette, font pairings, and more
  • Interior design consultation and menu design to ensure in-person elements were on-brand
Date

2022

Client

Devil's Lettuce: A vegan food joint

Logo Design and Branding for Devil’s Lettuce

Chef Janice Rossano, head chef at the local Richmond, Virginia-area restaurant Hurley’s Tavern, had a dream to follow her passion and open a vegan eatery in Innsbrook. With Bellrae Marketing’s help, that dream became a reality. The opportunity arose in which she could renovate a part of Hurley’s Tavern to turn it into a grab-and-go vegan fast food destination. With only an idea and dream to go on, the Bellrae team took her vision and molded it into a brand that she loves.

Bellrae Marketing was hired to develop an entire brand strategy for the new restaurant. The business was being built from scratch and everything needed to be developed from the ground-up including name, logo, typography, brand colors, menu design, business card design, interior design, and more.

The project started with three in-depth strategy sessions during which time Bellrae determined the business goals and personality profile for the brand. These sessions were vital for the team in creating Devil’s Lettuce’s marketing strategy and tactics as well as persona profiles for the target audience the business wanted to attract. Bellrae came to know Janice’s vision so well that our proposed name, Devil’s Lettuce, was the perfect fit. 

“There was definitely an opportunity to have fun with the name because the vision of the vegan eatery was so fresh and fun. It isn’t a name that could have been paired with just any business, but in this case it was the perfect fit and really captured the fun tone of the brand,” explained Carly Bell, founder & CEO of Bellrae Marketing.  

Devil’s Lettuce opened in October 2022, with its full marketing plan and consistent imagery and brand components in place, to resounding success in the community. The look and feel of the Devil’s Lettuce brand truly epitomized its brand descriptors of fun, welcoming, playful, authentic, and unexpected. The funky design patterns and colors for Devil’s Lettuce are memorable and distinctive. It’s the perfect compliment to the first 100% vegan eatery in Innsbrook. 

Plus, the food is DELICIOUS!

  • Marketing Strategy

  • Branding & Logo Design

  • Graphic Design