A brand identity project that turns your veganity upside down.
2021 Elisava Special Edition Award Shortlisted.
Research
Visual Identity
Branding
Editorial
Motion
Packaging
Website Design
Team
Mohammed Ismail
2020 - 2021
(10 months)
If all people worldwide were to stop eating meat products, the area of land used for global agriculture could be reduced by around 75%. This would correspond to the combined size of the USA, China, Australia and the EU; such a reduction would lead to a significant decline in greenhouse gas emissions. The remaining agricultural land would be sufficient to feed the world’s population, according to scientists. The loss of natural habitat due to agriculture is the main cause of the current mass extinction of wildlife.
It's essential to shift this narrative, promoting inclusivity and positivity to encourage exploration without judgment.
The solution: Creating a community, introducing vegan lifestyle in a different approach.
We name it "undo" is because people will unlearn what they already knew about vegan. The logo shows letter "n" from undo as an upside down "u" which was inspired by brand claim "turning your veganity upside down”.
"Vegan is always green" is one of the main stereotypes that undo aims to challenge, which is why we have chosen a colorful palette. We are anything but monochromatic.
Align with the brand value of "community" to reflect a tone of voice that is not only welcoming and inviting but also infused with wit.
Table of contents
We titled the brand's zine "Table of Contents" and designed it as a "Z" folded poster. The unfolded format transforms into a long poster, mirroring Undo's extended dining table. This design aligns with the brand's values of experimentation, diversity, interactivity, and a do-it-yourself (DIY) attitude, reminiscent of a dynamic cooking workshop.
Challenge the conventional browsing experience
The website is designed to scroll from bottom to top, drawing inspiration from the brand slogan "Turning your veganism upside down."
Breaking the vegan limits
We challenge the idea of a limited vegan menu. On our Table of Contents blog page, we use a gradient to show that scrolling never ends, symbolizing the endless wealth of vegan knowledge.
Contrary to the common belief that veganism revolves solely around food, we believe it can encompass much more. Introducing the 'More Than Food online Museum,' dedicated to curating various forms of vegan art.
Environmental graphic
It's not just about signage—It takes users back in time within a space, telling a story. Our cooking workshop goes by the name "undish," representing the heart of our gastronomy section. Additionally, the vegan exhibition seamlessly partners with our editorial Table of Contents area, cleverly called "unshow."