About the Project
We turned confusion to brand clarity for the largest plant-based festival in the Midwest.
The Twin Cities Veg Fest (TCVF) celebrates food and fun for vegans and non-vegans seeking to explore delightful plant-based foods. However, this critical message didn't consistently translate due to brand confusion caused by their logo iconography.
The original pig iconography made people think the festival was a pig roasting event. TCVF sought to clarify this misinterpretation. We accomplished this through a visual rebrand.
Keeping things fun, dynamic,
While researching, we noticed many green and orange colors and imagery of location, leaf, or food. Instead of zigging, we zagged to offer colors and iconography, unlike other veg fests through the U.S.
We explored offset typography for custom hand-drawn illustrations to convey a sense of whimsicalness. The colors take their cue from the four primary food groups.
10,000 people experienced the new visuals
The year the rebrand launched was the festival's biggest year (at that time), drawing 10,000 people to Harriet Island Park in Saint Paul, MN. The previous year was 7,000; that’s a 30% increase.
Did our creative direction increase the attendance of all those new people? Probably not, but it did increase brand clarity for the festival, making it easier to understand the event, thus helping the festival welcome 3,000 more people.
Brand Strategy / Creative Direction /
Identity & Collateral Design
Compassionate Action for Animals