Dr Legumes

When a tiny vegan restaurant needed to win over a very non-vegan town

link to site

Introduction

Picture this: It's May 2024, and a small vegan restaurant is about to open in Hastings—a place where fish and chips reign supreme and beef is king. Dr Legumes needed a brand and website that would make locals stop scrolling and actually consider trying something without meat. No pressure, right?

I had three weeks to pull together everything from brand identity to a fully functional website, wearing every hat imaginable—designer, developer, and project manager all rolled into one slightly caffeinated person. The goal? Make veganism feel approachable in a town that probably thinks quinoa is a type of fish.

Intention

Dr Legumes came to me with a pretty clear mission: they needed a digital presence that would showcase their grand opening and, more importantly, prove they weren't just another preachy vegan spot. They were newcomers to Hastings, which meant zero local credibility and a lot of skeptical looks from people who've never met a vegetable they couldn't fry.

Their main objectives were refreshingly honest—gain legitimacy in a community that might roll their eyes at plant-based anything, and showcase their food in a way that made even the most committed carnivores curious. They wanted something with flair and creativity that honored their vegan values without alienating the very people they were trying to win over.

Basically, they needed to look established, delicious, and totally non-intimidating all at once.

Challenge

Let's be real—opening a vegan restaurant in Hastings isn't exactly playing on easy mode. This isn't Brighton or London where you can't throw a hemp seed without hitting someone with strong opinions about oat milk. Hastings is traditional, coastal, and very much built around fish and chips culture.

The biggest challenge was that Dr Legumes was completely unknown. No local reputation, no word-of-mouth, no "oh yeah, I've heard of them" factor. They were starting from absolute zero in a market that wasn't exactly crying out for more plant-based options.

Then there was the timeline crunch—three weeks to build a brand and website from scratch, right before their opening. Plus, they had the budget constraints that most small restaurants face, which is why they went with our subscription model instead of a big upfront investment. They needed to put their money into actually opening the restaurant, not just the website.

Approach

First things first—research and mood boards. We dove deep into understanding what Dr Legumes liked and definitely didn't like about other restaurant brands. The key insight that emerged was simple: let the food do the talking. Instead of leading with "we're vegan," we decided to lead with "we're delicious."

The visual strategy centered around showcasing their dishes in a way that would make anyone hungry, regardless of their thoughts on plant-based eating. We developed a bold color palette anchored by rich olive greens—perfect for an up-and-coming area of England that was ready for something fresh and vibrant.

The website became a visual feast (pun intended) that put their food photography front and center. Every design decision was made with one question in mind: "Would this make a skeptical Hastings local want to try this place?" The answer had to be yes.

We kept the messaging approachable and focused on flavor, quality, and the experience rather than diving deep into the environmental or ethical aspects of veganism. Those values were there, but they weren't the headline.

Conclusion

The project launched right on time for Dr Legumes' grand opening, and honestly, it couldn't have gone better. The website became exactly what they needed—a digital storefront that made their food look absolutely irresistible and gave them a legitimate online presence from day one.

The local response was encouraging. Instead of the eye rolls they might have expected, they got genuine curiosity and foot traffic from people who discovered them online. The site became a great tool for drumming up interest in their events and building a following in the community.

What's been really satisfying is seeing how the subscription model has worked out for them. They could invest more money into their actual opening instead of blowing their budget on a website, and now they can continuously tweak and improve their online presence as they grow. We've been able to add new sections for events, update menus, and keep the site fresh—something that's crucial for a restaurant trying to build momentum.

The biggest takeaway? Sometimes the best way to change minds isn't to argue your case—it's to make something so appealing that people want to try it regardless of their preconceptions. Dr Legumes proved that even in the most unlikely places, great food and smart branding can win over the skeptics.

Plus, seeing a small vegan restaurant thrive in Hastings? That's pretty cool.