Don Fred

Plant-Based Italian Street Food

Don Fred brings together the soul of Italian street food with the creativity of plant-based cooking. Based in Newtown, the restaurant reimagines traditional Italian flavours through a modern, 100% plant-based lens—proving that classic recipes can evolve without losing their heart.

For this project, I developed the full visual identity, including the logo, typography, colour palette, and a suite of custom illustrations inspired by Italian street culture and plant-based ingredients.

The bold, typographic logo draws from Italian street signage and old trattoria lettering, expressing warmth, confidence, and familiarity. A tomato integrated into the wordmark acts as a simple visual cue to Italian cuisine, subtly reframed through a plant-based perspective.

Supported by a warm, appetite-driven colour palette and expressive illustration style, the identity feels approachable, energetic, and grounded in place—designed to live seamlessly across signage, menus, packaging, and digital touchpoints.

Rooted in tradition. Reworked for today.