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Case Study
Boug
Dining without borders. A forward-thinking restaurant identity designed to destigmatize insect protein by celebrating the cultures that have savoured it for centuries.
BrandingArt DirectionAdvertising
Challenge
The brief was to create a name and brand identity that introduced insect protein to the consumer market. The primary hurdle was the western stigma surrounding entomophagy (the eating of insects). We needed to shift the narrative from "fear factor" to "culinary delicacy," creating a hospitality concept that felt exciting, sustainable, and desirable.
Result
I developed Boug, a restaurant and bar concept that normalises sustainable dining through cultural appreciation. The identity is anchored in three distinct global regions where insect cuisine is traditional, using this heritage to validate the menu. The visual language features delicate, scattered insect illustrations integrated with the topography of these natural regions. This approach successfully reframed the product, turning a taboo ingredient into a premium, educational, and gastronomic experience.
The Future of Flavour
Boug is built for the open-minded and the appetite-driven; a space where sustainability isn't a buzzword, but a delicious reality. We invite you to leave your inhibitions at the door and explore a menu that honors the ancient culinary wisdom of the world.
Why shy away from nature’s most efficient superfood? Boug looks past the stigma to find the story, drawing inspiration from three diverse cultures where insects are celebrated, not feared. From the arid warmth of the earth to the lush biodiversity of the rainforest, our identity reflects the natural regions our ingredients call home.
This is dining with purpose and without prejudice. It’s about clinking glasses over new experiences, challenging your palate, and realizing that the future of food has been here all along.
More work
CONTACT
+447881908909
repsysdesign@gmail.com
SOCIAL
Case Study
Boug
Dining without borders. A forward-thinking restaurant identity designed to destigmatize insect protein by celebrating the cultures that have savoured it for centuries.
BrandingArt DirectionAdvertising
Challenge
The brief was to create a name and brand identity that introduced insect protein to the consumer market. The primary hurdle was the western stigma surrounding entomophagy (the eating of insects). We needed to shift the narrative from "fear factor" to "culinary delicacy," creating a hospitality concept that felt exciting, sustainable, and desirable.
Result
I developed Boug, a restaurant and bar concept that normalises sustainable dining through cultural appreciation. The identity is anchored in three distinct global regions where insect cuisine is traditional, using this heritage to validate the menu. The visual language features delicate, scattered insect illustrations integrated with the topography of these natural regions. This approach successfully reframed the product, turning a taboo ingredient into a premium, educational, and gastronomic experience.
The Future of Flavour
Boug is built for the open-minded and the appetite-driven; a space where sustainability isn't a buzzword, but a delicious reality. We invite you to leave your inhibitions at the door and explore a menu that honors the ancient culinary wisdom of the world.
Why shy away from nature’s most efficient superfood? Boug looks past the stigma to find the story, drawing inspiration from three diverse cultures where insects are celebrated, not feared. From the arid warmth of the earth to the lush biodiversity of the rainforest, our identity reflects the natural regions our ingredients call home.
This is dining with purpose and without prejudice. It’s about clinking glasses over new experiences, challenging your palate, and realizing that the future of food has been here all along.
More work
CONTACT
+447881908909
repsysdesign@gmail.com
SOCIAL
Case Study
Boug
Dining without borders. A forward-thinking restaurant identity designed to destigmatize insect protein by celebrating the cultures that have savoured it for centuries.
BrandingArt DirectionAdvertising
Challenge
The brief was to create a name and brand identity that introduced insect protein to the consumer market. The primary hurdle was the western stigma surrounding entomophagy (the eating of insects). We needed to shift the narrative from "fear factor" to "culinary delicacy," creating a hospitality concept that felt exciting, sustainable, and desirable.
Result
I developed Boug, a restaurant and bar concept that normalises sustainable dining through cultural appreciation. The identity is anchored in three distinct global regions where insect cuisine is traditional, using this heritage to validate the menu. The visual language features delicate, scattered insect illustrations integrated with the topography of these natural regions. This approach successfully reframed the product, turning a taboo ingredient into a premium, educational, and gastronomic experience.
The Future of Flavour
Boug is built for the open-minded and the appetite-driven; a space where sustainability isn't a buzzword, but a delicious reality. We invite you to leave your inhibitions at the door and explore a menu that honors the ancient culinary wisdom of the world.
Why shy away from nature’s most efficient superfood? Boug looks past the stigma to find the story, drawing inspiration from three diverse cultures where insects are celebrated, not feared. From the arid warmth of the earth to the lush biodiversity of the rainforest, our identity reflects the natural regions our ingredients call home.
This is dining with purpose and without prejudice. It’s about clinking glasses over new experiences, challenging your palate, and realizing that the future of food has been here all along.
More work
CONTACT
+447881908909
repsysdesign@gmail.com
SOCIAL
