Client
Veto_lab
Timeline
12 Weeks
Services
Branding & Communication
To develop the brand identity and communication strategy for a new healthy food brand located in a region where there is still some resistance toward products explicitly labeled as "vegan." The challenge was to create an image that conveyed health and indulgence without emphasizing the vegan aspect, positioning the brand as an appealing option for everyone - especially non-vegans looking for healthier alternatives.
Goal
To build a fresh and approachable brand identity that clearly communicated the brand’s core values: mindful eating, guilt-free enjoyment, and overall well-being. The main goal was to ensure the product was perceived as a delicious and healthy cookie - without relying on technical or restrictive language. The approach needed to feel emotional, light, and inviting.
Solution
I designed the visual identity for Veto using soft colors, organic typography, and a modern, approachable tone of voice. The communication strategy focused on highlighting the product's benefits (sugar-free, gluten-free, high in protein) without overtly emphasizing the "vegan" label, in order to avoid unnecessary barriers. The visual and verbal content was created to convey the message that it’s possible to enjoy a sweet snack without compromising on health. Additionally, content for social media, outdoor advertising slogans, and packaging mockups were developed to reinforce this visual and verbal narrative.
