Not To Die For
Creating a challenger brand that’s to die for
- Brand strategy, design & guidelines
- Bespoke brand illustrations
- Website design & build
Brief
With a name such as ‘Not To Die For’, we had some big boots to fill.
Challenge
However, recognising that society still stigmatises non-meat eaters, we needed to create a likeable and accessible brand that vegans and vegetarians would be proud to share on their own social platforms. While making it also one that would present itself to meat-eaters in a much more engaging and progressive way.
After all, any group of people willing to go against the grain and live a more ethical way of life, deserve to be backed by a brand that encapsulates the boldness of their revolution.
Taking inspiration from the hand-painted animal rights posters of the 60s, we created a new visual and verbal identity that reflected the views of the founder and audience.
This means implementing risqué content that stops the audience in their tracks – while at the same time balancing humour and love with determination.
From actions such as stretching and squashing the font to making hand-drawn illustrations, this is an adaptable and updated brand. The colour palette is contemporary, with hard-to-ignore copy and imagery, allowing the brand to stand proud and cut through the noise.
