HipCityVeg
A new look for HipCityVeg inspired by retro diner vibes with a modern twist.
Jason Varney
Overview
Before expanding its presence across the East Coast, HipCityVeg commissioned Groundswell Design Group to redesign and brand several of its retail locations.
HipCityVeg’s owner and founder, Nicole Marquis, approached Groundswell with the goal of creating a unique and cohesive design for the brand’s new locations. Drawing inspiration from mid-century modern influences, we centered the design around the brand’s vegan mission, ensuring sustainability was at the forefront of the experience.
Carefully curated colors, textures, and materials were selected to make each space stand out while maintaining a unified brand identity. As a fast-casual retail hotspot, the design prioritizes efficient line queuing and smooth restaurant flow, ensuring a seamless and welcoming experience for every visitor. We developed an aesthetic that merges a retro diner vibe with a modern twist, incorporating polished concrete floors, striped emerald green penny tile, quilted vegan leather, and oak wood wainscoting. This combination of vintage charm and contemporary sophistication reflects HipCityVeg’s commitment to plant-based dining.
Accolades
2019 Honorable Mention | International Design Awards
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Groundswell Design Group is a placemaking and interior design firm specializing in creating innovative spaces that deliver memorable experiences, elevated aesthetics, and unique activations that surpass expectations.