When Nicole from HipCityVeg asked me to help brand her newest cocktail bar, I was beyond excited. I’ve always wanted to do branding for a bar. After meeting a few times to discuss concepts she called me up and said: “We have a name…Charlie was a sinner.” and I thought, “Who the hell is Charlie?” But for some reason I loved it. It was very Dickensonian in a way – “Marley was dead to begin with.” You’re immediately hooked and asking questions…wait, who? What? Why? and for a restaurant, that was the perfect kind of attention we wanted to draw. Nicole is a visionary of types, she’s trying to change the perception of vegan and make it not such a dirty word. Order any sandwich from HipCity and you don’t give a shit if it’s made from plants or meat; it’s delicious and that’s all that matters.