Crave
Lead with food, appetite, and a bolder editorial hierarchy so plant-based reads as abundant and desirable—not as a compromise.
CurrentNext Level Veggie Grill / Case study
An idea made tangible.
A self-initiated redesign for a growing plant-based restaurant brand navigating an evolution in its identity, menus, and locations.
- Role
- Strategy · Design · Development
- Output
- Working responsive website
- Status
- Private demo
Same restaurant.
A different experience.
Captured at the same desktop viewport. The redesign remains a private, uncommissioned proposal while its owner presentation is pending.
One experience.
Every screen.
The mobile version is not the desktop page squeezed smaller. Hierarchy, navigation, imagery, and actions are recomposed for the space available while preserving the same character.
- 01 / HierarchyReflows
- 02 / NavigationAdapts
- 03 / ActionsStay within reach
Build the pitch.
Don’t just describe it.
The existing site carries the necessary information, but the brand transition creates a more interesting problem: explain two menu experiences, help guests find what their nearest location serves, and make the food feel as energetic as the mission. I built the proposal as a responsive product rather than a static pitch.
What changed.
And why.
Clarify
Give the Next Level Veggie Grill and Next Level Burger menu experiences a clear relationship, then connect location discovery directly to what each kitchen serves.
Scale
Turn menus, locations, rewards, catering, and brand storytelling into a cohesive responsive system ready to grow with the business.
A redesign.
Not a reskin.
Each visual decision answers something observed in the existing experience. The comparison is less about decoration and more about what the website asks guests to notice and do.
01First impression
Observed
The experience opens by explaining the business before creating much appetite.
Design response
Food, color, and direct language establish desire first; the mission has a stronger stage once guests are engaged.
02Brand architecture
Observed
Two evolving restaurant concepts create ambiguity about menus and what each location offers.
Design response
The concepts share one visual system while naming their differences clearly at the moments where guests need them.
03Path to a visit
Observed
Locations, menus, and ordering can feel like separate information tasks.
Design response
Location context becomes the connective layer between what a guest wants, what a kitchen serves, and what they can do next.
A real build.
An open conversation.
This is independent concept work, not commissioned client work. The website is complete enough for a private demonstration, with presentation and commercial discussions still pending.