Often vegan symbols, logos and branding are very weak and organic looking to target their audience. The Vegan Bros want to change the way that people think about vegan food so I want to go in a completely diferent direction to the normal vegan style as seen below.
I first looked at how i could use the V as a symbol in a different way. I saw the V as a tick which as a symbol has positive connotations. This tick could then be applied to diferent parts of their branding to show completion and ready to go. My first mock-up looked very bland and feedback showed that it looked very corporate. I want to use a typeface with curved ends as I believe it looks friendly and connotes food.
Part of The Vegan Bros manifesto says that they care about the environment and use recyclable plates, cups and utensils. I worked the V tick into a circle to incorporate this view but found it to also look too corporate, serious and non-food related.
I then looked at hand rendered styled type. It has an aesthetic which gives a more natural look which keeps in tone with the 'Vegan' theme.
It was suggested in a self-initiated crit that it would be interesting to incorporate calligraphy as it has 'natural' connotations doesn't fit with the stereotypical vegan look.
