Confusion is a vegan restaurant in Hong Kong. The owner creates delicious vegan meals that shy away from the typical salads that these establishments normally sell. This restaurant creates hearty meals that surprise most of the customers that is indeed vegan.

Lisa Teerauchi, the owner, wanted to create a brand for her restaurant that would depict this attitude. She wanted to steer clear of the commonplace green colour that would indicate health. She wanted the branding to reflect a modern approach to vegan food with no frills.

This logo was created to place the customer in the centre - therefore the U was highlighted. This mark is also used as a separate logo mark and forms part of the branding. The customer is placed at the centre and therefore we highlighted U.

This restaurant's success is off course the wonderful food, but hopefully, the branding also helped in assisting with creating a loyal customer base.