Veganz is a supermarket chain based in Germany. It was the first vegan supermarket in Europe, with its first store opening in Berlin in 2011, and has spread its wings onto other countries around Europe, mainly large cities. However, currently there are only nine Veganz around the world, which is not a sufficient number based on how many individuals are choosing the vegan lifestyle in contemporary society; "The German Vegetarian Society estimates that there are seven million vegetarians in that country (eight to nine percent of the population)"
Design wise, I feel the logo is successful, the modern sans serif connotes a contemporary aesthetic which reflects the nature of veganism apparent in society, and demonstrates that the shop is forward thinking. The use of the 'z' also modernises the brand name, and pluralises it, and reinforcing it as a neologism.
The text could be more legible if the kerning had a little more breathing space, but through the use of the heart, this also could link back to the logotype referencing a heart monitor. The heart can connote ideologies regarding veganism such as health benefits and compassion (sometimes referred to as having a big heart) towards animals. It links to love and empathy whilst remaining a simplistic and contemporary shape. The use of black gives the logo versatility and also means it can be replicated easily on packaging, signage and advertising.
What is interesting to me about this brand is how it contrasts with the other existing vegan food brand's packaging and branding. Veganz maintains a modern and attractive aesthetic through the design treatments, which could lead on to appealing to those who are not even Vegan.
Through researching into Veganz I can take inspiration from their lighthearted and attractive approach to promoting vegan produce; informing my response in a similar fashion. I want veganism to look attractive, positive and not forced.
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