Rens Bekkers built Bright Kitchen to create delivery-first brands capable of competing directly in the mainstream market. Its standout concept, Vegan Burger Brothers, quickly gained momentum on platforms like Deliveroo, where signature items such as the Royal Melt ranked among the Netherlands’ most-ordered vegetarian burgers. With bold flavours, black buns and strong repeat demand across major Dutch cities, the commercial potential was clear.

The brand had clear ambitions to scale through franchising. However, the existing visual identity lacked the strength and structure required to support that level of growth. To scale successfully, the brand needed a stronger, more defined system that could perform consistently across the network and compete visually with established burger chains.

THE CHALLENGE
Most vegan brands visually speak to people who already agree with them. Real growth required something different:

● Competing directly with classic burger brands
● Attracting meat-eaters, not just vegans
● Winning attention inside delivery apps within seconds

The brand did not need to justify being vegan. It needed to create desire first.

BRANDING DIRECTION
The repositioning was intentionally counterintuitive. Instead of leading with “vegan,” I positioned the brand through an American smokehouse lens. Bold, indulgent and unapologetically burger-first.

● Appetite-driven visuals
● Strong, confident typography
● A tone of indulgence rather than restriction
● Familiar burger cues focused on craveability and attitude
● Vegan clearly present, but not the first message

RESULTS

● A clearly defined brand system built for franchise expansion
● Expansion from 5 to 38 locations within 18 months, driven by stronger franchise demand after the repositioning
● A brand identity capable of competing at the same level as the product