Veggtable specializes in Taiwanese cuisines, while bringing off-grade produce back to the table with love and appreciation for the environment. Implementing the reduction of food waste with nostalgic savories, Veggtable warms people’s heart up with authentic Taiwanese dishes.
The main color of the visual design adapts the image of brick red of the traditional san-ho-yuan kitchen stove, arousing the memories of the childhood home dishes. The logotype presents fractured vectors and a mottled texture to denote the features of off-grade produce: unfitting and bad presentation. The strokes of the Chinese characters offer a modern while rustic impression; the ear of rice on each side of the logo expresses the tradition of Taiwanese dietary culture, and the overall style displays the old-day Taiwanese rural life. The visual elements represent different categories of off-grade produce: marrow, plant stem and root, leafy green, mushroom, spice and fruit; with the dramatic appearance to accentuate the peculiarity of off-grade produce, the core value of Veggtable of valuing ugly vegetables as much as normal produce is conveyed.