Fundación Veg
LOGO, BRAND IDENTITY, SOCIAL MEDIA GRAPHICS
The Project
Fundación Veg is an international organization working in Latin America to promote plant-based diets and to reduce the suffering of farmed animals. They work with society, companies and governments to promote animal welfare and a more ethical, healthy and sustainable way of eating. They envision a more ethical, healthy and sustainable future, where all people can access delicious and nutritious food without animal products.
Our Approach
Fundación Veg was established as Vegetarianos Hoy in 2012 – since then, their needs have evolved significantly, and they required a refresh to align with these changing needs, growing mission, and expanded audience. We consulted with them to learn about their brand goals and worked to create a brand that honored their original brand’s legacy while increasing the professionalism and functionality of the new logo.
The Logo
We explored a variety of options for this rebrand – because they were changing their name to Fundación Veg, this was an opportunity to unveil a fresh new look and feel for their brand. We conducted user testing to determine that their existing audience had strong attachment to their original logo, and decided not to throw away that existing brand equity. We refreshed the previous logo to be more modern, functional, and well-balanced for the modern age.
Brand Identity
This new palette is inspired by the original brand colors, with a few adjustments for functionality. The original orange remains the same, with a few brown and green tones added for contrast and variety. We also included plenty of texture, to create more interest and friendliness. The wavy line included in the crest version of the logo is also a useful and fun brand element to add a bit of movement, whimsy, and personality to their social media and other branded materials.
Social Media Graphics
Along with the brand guide, we also provided a few key templates for Fundación Veg to use on social media to keep their feed consistent yet interesting. These templates incorporate all of their new brand elements including textured, edges, backgrounds, subtle gradients, bold typography, and wavy lines.
