Making Vegan Cool: Smashing Clichés, One råbowl at a Time.

I’m Till, founder of råbowls, and I have a confession: I never wanted to label our food as "vegan." The word comes with baggage—a certain image of tie-dye shirts, tree-hugging, and judgmental vibes. But let’s face it, that’s not what modern plant-based food is all about. So, when I launched råbowls, I set out to redefine how vegan food is perceived—and I did it by flipping the script.

Breaking Stereotypes, Not Bowls

The word vegan comes with baggage—a particular image of activistic tree-hugging hippies with tie-dye shirts.

At råbowls, we don’t fit into the typical mold of "vegan business." Our branding is bold, masculine, and unapologetically different. You won't find pastel colors or flowery language here. Instead, we focus on strength, power, and efficiency. Our food is designed for people who demand more—from themselves and from what they eat.

When I photograph people enjoying our bowls, they’re not the typical "vegan" faces you’d expect. No purple-haired, hippy vibes here. We’re all about urban professionals, flexitarians, and those who just want to eat less meat without feeling like they’ve joined a cult. We cater to the new wave of people who are cutting down on meat but don’t want to feel left out or judged.

Smashing the Vegan Cliché. Urban professionals are desperately looking for more plant-based options. 

Flexitarian, Not Fanatic

Here’s the deal: I’m not here to tell you that everyone needs to go 100% vegan. I don’t believe in the whole "team vegan vs. team carnivore" debate. It’s divisive and, frankly, outdated. What I do believe in is reducing the insane amount of meat we consume today. Historically, we’ve never eaten so much meat, and it’s time for a change.

That’s why råbowls exists—for people who want to make better food choices but don’t necessarily want to give up meat entirely. You can still enjoy our food without feeling like you’ve compromised your values or lifestyle.

Powering Up with Plant-Based

Our food is about more than just being plant-based; it’s about giving you the fuel you need to power through your day. I use strong, direct language in all our communications because I believe in the power of our food. It’s not a moral crusade—it’s about offering a delicious, healthier alternative that fits seamlessly into your life.

I’ve worked to create a brand that speaks to the ambitious, forward-thinking individuals who care about what they eat but don’t want to be preached at. råbowls is efficient, progressive, and yes, tech-driven. We’re not stuck in the past—we’re shaping the future.

Smashing the Vegan Cliché

Vegan food doesn’t have to be niche, weird, or overly moralistic. It can be cool, mainstream, and appealing to anyone—whether you’re a die-hard carnivore or a once-in-a-while flexitarian. We’re here to smash the old clichés that vegan food can’t be masculine, efficient, or delicious. We embrace modern technology, efficient operations, and a new customer base that values sustainability without the preachy overtones.

At råbowls, we’re on a mission to make plant-based food accessible, bold, and delicious—without slapping a giant "VEGAN" label on it. So, if you’re ready to cut down on meat and fuel your day with something better, come join us. We’ve got bowls that pack a punch, and you’ll never miss the meat.