With plant-based diets booming in recent years, it’s easier than ever to find vegan options at almost every supermarket. Shelves are lined with health-conscious, planet-friendly blah blah messages. Rules and rules and more and more opinions. This kind of rhetoric works for most people, and yet not everyone responds as positively – some don’t want to feel as though they are being “lectured” about their food choices. It's in this precisely heated climate that Migros introduced its own brand: V-Love. Whose identity has been built around humor, tolerance, honesty, and without the “do-goodism” these types of consumers usually associate with vegan brands.
V-Love needed to express much more than the idea of selling plant-based products - the issue behind it is very serious: the survival of the entire planet. So, the activism is there, but the idea was to present it in a light-hearted way and with no rules.
Taking inspiration from the art of protest, we created an identity that referenced “the concept of activism”.
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/26058683-42f4-4833-9213-01dff2df4040_rw_1920.png?h=c197c0b41db3cb51bd77d37ce9b700d0)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/bef6c2cd-b655-4a78-98a6-3197da39f765_rw_1920.png?h=938c32426b9cb198bc6a901b609a706a)
So we got our hands dirty and made hand-drawn lettering made of ink. After this, we digitized and applied the type to a wall texture with the goal to develop an identity that visually reflected the activist values.
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/6ec6b8e3-2b6f-45df-8b69-322dc9adc2e5_rw_1920.png?h=b1f4d1df1b486344e0a03864fcf5cb56)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/e3978332-1143-47c0-b828-da053ae3df84_rw_1920.png?h=092261f85bc73fa154f7a6e7fb674059)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/5174e540-4446-4b9c-bdce-ccd9d19ae54e_rw_1920.png?h=eaee4b0aafacd40a2ee7ca905970823f)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/ed2db1d3-9b5a-4a92-9510-df598a9f03a2_rw_1920.png?h=4c0cdf2e60ebf60711a8cd462348e4c6)
Final Typeface
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/44043587-2941-448c-b823-f92487f08da3_rw_1920.png?h=bae255e26e2d2f77b2b7a82d3abcbcd9)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/947ea9f8-66d3-48d5-bf96-2799aad3fd58_rw_1920.png?h=a77835638bc8347197c011d0e1c46d29)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/2ebc2c8f-2137-43ae-8a24-e815b9c1f37b_rw_1920.png?h=a1c36f5e94a6a79a4ac073d358c79965)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/5d7411f8-0028-4125-8dbc-661456aa4282_rw_1920.png?h=39594f957055f55f5afe27216241aebc)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/f5cef401-2577-4121-adf8-161269f1104f_rw_1920.png?h=48c642ed808ef3c1e8692af15221ddb6)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/a67ffd3b-884a-48e9-909e-b635635aee63_rw_1920.png?h=aa5a3bb117642e9f0c54ca2b77ed32ff)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/e316d114-2a0d-4ffb-9166-f8b1e62c363f_rw_1920.png?h=ccc29041ed3d7be1a5cae9d9d35f1636)
In campaign
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/0f2ea90d-b401-470b-952d-879e90107a67_rw_1920.png?h=9e34e3d52b0b34b8b7ecac6d9dc088c9)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/46f3efa6-1c63-403d-bf4d-e14638817c11_rw_1920.png?h=bbffdd58907c36d28f68885b31af9cf9)
![Even if your apron says "Steak it easy!" V-Love YOU.](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/582bd020-b477-4414-84bc-01e88129e6a6_rw_1920.png?h=1b2435ec500dbe4e5ccf4b8e0963d436)
Even if your apron says "Steak it easy!" V-Love YOU.
![Even if you buy your veggie stuff in Coop until now. V-Love YOU.](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/4f8e8fe9-54fc-4c09-a9ac-3561b55a05a0_rw_1920.png?h=eb55deab3f20db81ab83395586fc2dc6)
Even if you buy your veggie stuff in Coop until now. V-Love YOU.
![Even if your Veganuary only lasts 1 day. V-Love YOU.](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/be53dbbb-bad5-4949-9484-2aba2e205b87_rw_1920.png?h=ec6da28a50747727dae50a289980b98a)
Even if your Veganuary only lasts 1 day. V-Love YOU.
![Even if you are lactose tolerant. V-Love you.](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/fec4199c-bf59-400a-bba2-bcc442848190_rw_1920.png?h=a245003703c80887f3cb31fa8f4cccdd)
Even if you are lactose tolerant. V-Love you.
![Even if you are a butcher. V-Love you.](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/50a5b775-2d7d-40d1-8f00-fda60186b4af_rw_1920.png?h=e7029d4355d57d5b926c6173981386bb)
Even if you are a butcher. V-Love you.
![Even if you just want to impress your veggie date. V-Love](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/3b07e8ba-5c4f-4789-8964-73c86d765724_rw_1920.png?h=4524bdf3b9e539f4df100df9de60d461)
Even if you just want to impress your veggie date. V-Love
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/378a6fd9-1f9c-4364-aa03-d0994d6a3386_rw_1920.png?h=2d463203fb33e8f49db2f97c97000f53)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/4b0d8b0e-cd14-4eed-91a2-61a0ab5e19d5_rw_1920.png?h=87695517a2e8c3354142394d25d6c3fb)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/372297b3-bc78-491e-921a-825852179c57_rw_1200.jpg?h=4bc6f24b598f6f170f4b8ac6cda3300e)
![In film](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/b9832231-3035-4b36-aa9e-ea1fd9ef0505_rw_600.gif?h=9d7ff95afd0406f58f9064631c8c6cb3)
In film
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/2a09f27b-f955-42d3-bbfb-dc5f16a54c30_rw_1920.jpg?h=065e750c09d946bf417bc356b54374ed)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/539d24a2-88b0-4ae8-8a5a-a778f59ea20a_rw_1200.gif?h=2c7fcc0e44e427452dad33d26a7674d6)