Veggburger logo: yellow bun with a bite missing over two green leaves and cheese, green wordmark, tagline Plant-Powered. Bite-Approved.

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Veggburger

veggburger.com

The plant burger that keeps the meat-eaters guessing

$1,500

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Scorecard

How names are chosen
Memorability
4/5Short, cheerful and on topic; the extra g is the hook
Pronounceability
4/5Most will say VEJ, but the double g may tempt some into a hard g, as in egg
Brevity
3/5Ten letters, compact enough for a cap or a cup lid
Distinctiveness
3/5'Veg burger' is a menu term; the extra g does the separating

The story

Meat-eaters have a test for plant burgers. They take one bite, chew with suspicion and wait to be let down. Veggburger is a name for the burger that spoils the test: green by conviction, with a texture close enough to meat that the table ends up arguing about which one it was.

Veggburger items in green and yellow: paper bag, tote, cup, fries, wrapped burgers, boxes, a cap and an easel menu of three burgers
Green for the conscience, yellow for the appetite, and the same leaf-and-bun mark from tote bag to cap

It is written for the vegan, the vegetarian and the person who is simply trying to eat less meat on weekdays, and it talks to all three in the same plain voice. Veg is a word people already use at the counter. The extra g makes it sound like food rather than a dietary category.

The sketches paint it green and yellow. In the logo, two leaves take the place of the patty, a slice of yellow cheese peeks out beneath them, and a bite has already gone from the top bun. Under the wordmark runs the line "Plant-Powered. Bite-Approved." The promotional board lays out the whole kit: paper bags and a canvas tote, wrappers, fries cartons, a green cap, and an easel menu headed "100% PLANT-POWERED MENU" offering a Classic, a Spicy and a BBQ Veggburger.

The palette shows restraint. Green alone would read as worthy. The yellow brings the appetite back, and makes the name feel like lunch with friends rather than a lecture about lentils.

Why it works

Plant-based food is often named in soft, worthy words. Veggburger is blunt and cheerful instead: it says what is in the bun and moves on. The doubled g gives the word a shape that a plain 'veg burger' never has, which counts on a cup, a cap and a search bar.

Who this suits

  1. A plant-based burger chain aiming at flexitarians as firmly as at vegans
  2. A frozen patty range that wants a name shoppers can read at a glance on a supermarket shelf
  3. A campus or office canteen concept that leads with meat-free food

Suggested uses

  • a plant-based burger restaurant
  • a frozen patty range
  • a delivery-only vegan kitchen
  • a festival food truck

Mock-ups

Drawn from the logo by this site, to show the name at work on a card, a phone, a homepage and a shopfront.

Veggburgerveggburger.com
Business card
V
Veggburger
App icon
veggburger.com
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The plant burger that keeps the meat-eaters guessing

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What you receive

  • The registration of veggburger.com, transferred to your account
  • The wordmark as an SVG file, with a colour suggestion
  • The story and rationale on this page, for your own use

Not included

  • A registered trademark
  • A company registration

A trademark can only be applied for by an operating business, for its own goods and territories. The terms explain what is and is not sold.

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