A renowned vegan eatery in Las Vegas that has evolved from a local favorite to a brand with national recognition, frequented by high-profile guests such as Bill Clinton and featured in top guides and media. The following case study outlines the strategic creation of a holistic brand identity, the expansion to a celebrated food truck and airport location, and how a dynamic approach to brand design and strategy positioned Chef Stacey as Las Vegas’s top vegan chef.
Identity  •  Strategy  •  Art Direction  •  Packaging
Logo & Visual Foundation
The brand journey began with designing a logo that captured Simply Pure’s core essence of vibrancy, health, and ethical dining. The visual identity featured bright, appetizing colors and contemporary typography, reflecting nutritious ingredients and culinary creativity.
Branding extended to menus, staff uniforms, digital channels, and packaging, creating a unified customer experience at every touchpoint.
Food Truck Branding
As Simply Pure pioneered one of Nevada’s first 100% plant-based food truck, every exterior and interior element was considered. The truck wrap brought the brand’s colors and message into public spaces, reinforcing recognition throughout Las Vegas. This mobile extension allowed the brand to connect with new audiences at events and pop-ups, further embedding Simply Pure into the city’s food culture.
Branding extended to menus, staff uniforms, digital channels, and packaging, creating a unified customer experience at every touchpoint.
Dynamic Brand Strategy, Crafting the Narrative & Elevating Credibility
The restaurant’s high-quality, approachable vegan cuisine attracted both locals and celebrities. Notably, former President Bill Clinton visited Simply Pure, enthusiastically praising the menu and the positive impact of a plant-based lifestyle. Usher and Senator Cory Booker have also visited, amplifying the restaurant’s profile through word of mouth and media coverage.
Engaged Community Building
Chef Stacey Dougan developed a story of culinary innovation rooted in wellness and sustainability, consistently communicated via in-person engagement, local media, and social channels, positioning Simply Pure not just as a business, but as a movement—hosting events, cooking classes, and participating in culinary festivals to champion plant-based living.
Strategic Expansion: Las Vegas Airport & IPC Partnership
Building on Simply Pure’s trusted brand, Chef Stacey secured a groundbreaking airport location, set to become the first vegan establishment at Las Vegas Airport. This expansion involves adapting branding for a new, high-traffic environment while maintaining the spirit and recognition of the original Simply Pure experience.
IPC’s Role in Brand Design:
To ensure the airport location fully embodies Simply Pure’s identity, the design and branding for the space will be overseen by IPC, a creative partner. IPC will bring innovative branded elements—interior design, signage, packaging—unifying the airport presence with the established Simply Pure brand found in the city and on the food truck.
Results & Impact