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Dirty Good is an oxymoron, much like our relationship with food: sometimes dirty sometimes good. The brand is born out of this very real belief that one needs balance, while we need our healthy smoothies, we also need that really dirty burger once in a while. This project was super fun to work on for me with Sahil, as he had a very clear vision about his concept and unique approach to his food, which has translated in the visual identity. The challenge was to bring the dirty and good in the visuals as well as keeping it health centric, but also fun and not preachy. The vision is more lifestyle than just food-focused, as dirty good goes beyond being a food brand and is a philosophy. It's a mix of clean typography, fun illustrations and textures, keeping it non-serious and a nice visual aid to the amazing food! Instagram: @eatdirtygood