That Good Good

That Good Good is a small, late-night vegan restaurant concept based in Los Angeles that serves hearty, delicious plant-based food. Inspired by the best aspects of New York slice shops, bodegas, street carts, and west coast healthy dining, Shelby and Brian wanted to create a space that is an accessible, midnight-hours, vegan quick serve spot.

To stand out in an over-saturated market, That Good Good developed into a brand identity that utilizes bold, vintage-like typefaces, a mix of rounded and hard angles/edges, cartoon brand mascots and illustrations, neon bright lights and colors, and handmade textures—truly combining old and new.