Mean Greens is a bold new vegan food truck serving up plant-based burgers with attitude. Operating across a range of high-profile venues — from Bloom Festival to bustling food markets and competitive street food events — the brand needed to stand out in a crowded space while appealing to a diverse audience. The challenge was to create an identity that would resonate widely but still speak directly to the fast-growing vegan market. The branding had to clearly communicate the plant-based offering while capturing the energy and edge of the food itself.

As part of the project, naming played a key role. “Mean Greens” is a playful twist on “lean greens,” injecting personality and flavor into the brand. The word “mean” suggests bold, punchy flavors and a rebellious approach to vegan food — breaking away from the tired stereotype of bland plant-based meals.

Design of the Mean Greens Vegan Kitchen – while working at Tap Creative.