When you think of vegan, earth friendly brands, some people may think of hippies or an earthy, organic aesthetic. The vegan movement is becoming more and more popular with young people today.
From these statistics it's clear to see that Veganism has been on the rise since 1993, almost doubling (these statistics have been extrapolated and are designed to give an estimate). So why are more people becoming vegan? To gain some context I decided to also research into the benefits of Veganism to the individual and to the planet.
A plant-based vegan diet can reduce the risk of mortality from conditions such as:
- Type 2 diabetes
- Cardiovascular disease
- Ischemic heart disease
- Hypertension
- Stroke
- Obesity
- Some cancers including prostate and colon cancer
Not to mention you aren't contributing to animal exploitation and cruelty. Another reason to go Vegan is that a diet consisting of meat is not sustainable for our planet.
Since this lifestyle is on the rise, I feel it is important to keep Vegan brands up to date with trends and keep it current.
After searching for various vegan clothing brands, it's apparent that there is not a vast number of contemporary or 'high fashion' logos/identity. I'd like this to be the main concept behind my design. Branding is so important to draw in the audience and I feel a strong logo/identity could really attract people who aren't part of the vegan community, which would gain more awareness.
One company that is extremely effective with it's branding, although not related to the fashion industry, is Twisted Burger Company. Since I am focusing on veganism for this brand, I chose to look at a vegan burger promotion. I am under the impression that this particular burger was limited edition in correlation with Drop Dead's new collection being released, as both companies are from the Sheffield area and frequently work together. The bright luminous green really grabs your attention, and although a lot is going on in this particular image, I feel it is a very fun ad. I feel it could be improved by having less text and illustration however it matches the rest of Twisted Burger Co's branding. It is garish but I quite like the colours used personally as I'm a fan of really vivid colours used with bold black shades. I feel the ad effectively advertises the product to the right audience of young people/vegans.
I made a few initial sketches, focusing on keeping it as minimal as possible. In the past I would reject this idea as I found it really difficult to create minimal design as my previous work is all very busy. It's refreshing to be trying something different than I usually go for, as I want to evolve as a designer and be versatile.
My first idea was eyes, as Chonaic is a gaelic term for "see"; in regards to veganism/ethics, this is referring to seeing the truth of the animal industry and the methods used. Even though it's an obvious response to this, I visualised a bold eye as a logo.
Next I sketched out some basic geometric ideas. The company wanted something simple that displayed text well, since their morals are pinnacle to the brand.
Furthermore I tried out some earth-related ideas for a logo, but I didn't want it to seem tacky, as the client clearly states they do not want a tacky logo! I felt as though a palm leaf keeps the earthy vibe whilst also remaining quite stylish. If I was to use this idea it would have to be very smooth and bold to look professional and not too complex.
I also tried out some typefaces to see which looked the most effective. I thought a sans serif would be the most appropriate choice for this brand. From the top is Apercu, Futura, Gill Sans light, Franklin Gothic URW and DIN Alternate. My preferred font from this selection has to be Apercu as it looks clean and pure and also sophisticated. DIN would also be a good choice as it's a little narrower, but bold, which would make an impact on the audience.
The next step is to start developing my ideas digitally and decide on colour, whether I will incorporate this or keep to black and white.
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