Crafting a vegan brand that connects with a non-vegan audience.
Rather than stirring consciences, we need to eradicate prejudices. Good Shit is a street food brand with a fresh and mischievous touch that aims to bring vegan food closer to young, non-vegan people with misconceptions regarding such products. And that’s a lot of people. Good Shit wants to grab their attention via a fresh brand with a mischievous touch and truly delicious products, to make saving the world a pleasurable task.
The real risk is insignificance, so Good Shit has a personality all its own that avoids both the do-goodism and the sectarianism applied by other vegan food brands in their communication, speaking directly to a vegan and non-vegan audience with good humour, honesty and genuineness.
Good Shit needs to express much more than just the idea of selling kebabs. All the visuals revolve around the concept of activism using the wide universe of protest graphics, always expressive and spontaneous. The visual language can hold several messages through all the restaurant media and collaterals. In addition, all the handwritings are different in order to approach diversity and transmit the feeling of community.
Naming and Copy
Usted
Done as
Pràctica
Photography
Enric Badrinas
