fast casual eatery

A budding restaurant concept in its infant stages came to us for the whole package. With a goal to position themselves as the leading fast-casual, healthy lifestyle restaurant concept in Miami Beach. The brand would have to deliver a look, feel and story that visually communicated a transparent, innovative, farm-to-table focused concept.


This has been an awesome project to watch come to life. From the very early stages of naming, to seeing it develop into packaging, graphics and market materials has been like watching your kid take his first steps!




We landed on key points, values and a positioning that helped us find the perfect name: DIRT. A bold choice, with the idea that everything the customer eats is locally grown and organic. The tagline EAT CLEAN is accompanied as a play on the concept. DIRT is an inclusive, community-oriented eatery based on the idea of bringing people together in an inspiring atmosphere to experience an innovative take on healthy eating.

mood board

A selection of images and inspiration that we used to drive the visual essence of the brand.



We became inspired by very minimal design, clean graphics and strong typography. We wanted to enforce that feeling of transparency, allowing the design to be very straight-forward and uncomplicated, allowing the natural colors and textures of the food act as the primary supporting element. An identity was created that was simple in it’s aestheitc but bold in presence, one that easily stood strong against competitors. Black and white became the main graphic colors, with accents of glass and translucent materials to further the concept.

main + supporting colors

Black and white support the natural, vibrant tones of the ingredients.


Bold headlines mixed with light, narrow body copy create visual contrast.


Supporting elements that aid in communicating the brand are hand drawn icons that reinforce the natural, handmade, organic feel of the brand while incorporating a bit of whimsy.



With the foundation created, we were able to start carrying out all additional brand materials. Cold-pressed juice bottle labels, cold brew labels, coffee bags, menus, cups, tags and a slew of other material have been created to tie the DIRT brand together.

helium creative
helium creative
where dirt meets plate
[our work]
  • brand
  • identity
  • print
[case study] Click here to read more