Vegan Paws | Year 2 | University Project

For this Communication Design project, I was tasked with creating a unique brand identity for a self-conceptualized business. Drawing from my personal values - such as my commitment to animal welfare and veganism - I developed a business concept focused on animal products that are entirely eco-friendly and vegan. This project allowed me to blend my passion for sustainability with thoughtful design, resulting in a brand identity that reflects both ethical principles and a love for animals.

During my research, I identified a common misconception about vegan protein, particularly regarding its effectiveness and benefits for pets. This insight helped shape the mission of the brand, which is captured in the tagline “Energy Unleashed.” Much like the boundless enthusiasm of a dog being let loose to play, Vegan Paws embodies an energetic and vibrant spirit, dedicated to optimizing pet health while promoting sustainable choices. The brand’s visual identity evolved to reflect this mission through playful, dynamic imagery, symbolizing the unleashed potential of pets when nourished by healthy, eco-conscious, plant-based products.

In researching the target audience, it became evident that Vegan Paws appeals to a progressive, youthful demographic - people who embrace new trends and ideas. To connect with this forward-thinking audience, I focused on creating memorable icons and distinct lettering that would visually communicate the brand’s mission and values. Every design element was crafted to be both recognizable and meaningful, ensuring the brand identity resonates with young, conscious consumers who prioritize both their pets’ health and sustainable choices.