We were asked to create a new website and visual identity for ‘The Hungry Vegan’, a start-up vegan food business, committed to producing quality, fresh, tasty plant-based food, sold in eco-friendly sourced packaging. Fresh Products include a selection of artisan wraps with select ingredients and flavour combinations. Their goal is to have ‘The Hungry Vegan’ products available in artisan shops and cafés, with distribution through two unique selling points, custom designed bike units and their online shop.
To counteract the perception with certain audiences that vegan food can be bland, the new identity was based on the fact that vegan food is a very tasty option when you are hungry. Therefore the word ‘hungry’ (set in a custom designed font) is emphasised rather than the word ‘vegan’, supported by the tagline ‘surprisingly tasty’.