Algo Grille
Restaurant Branding
Algo Grille is a concept restaurant that involves selling goat meat (the world’s most consumed meat) to a beef-eating American audience.
“All Goat, No Bull”
Marketing and advertisement create a relationship between the goat and the culture of boxing.
The goat takes a challenger standpoint against the cow, aiming to take its championship position in the food industry.
The idea behind this branding revolves around the fact that goat has more protein per grams of fat than cow, giving merit to the idea that the goat is more fit and healthy than the cow.
Paying homage to classic boxing poster advertising, these poster ads for the restaurant are to be wheat-pasted onto walls around areas of high foot traffic.
Menu items and food packaging
The actual restaurant was inspired by both the shape of boxing rings and the motifs of classic sandwich delis, shown by a creation of a scale model.
