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Logo / Branding Exploration 2 

He needed to be creepier. 

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Draft 2 Posters

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Draft 1 Posters

Photos from The Australian Women’s Weekly via The Australian National Library 

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Logo/Branding Process

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More Goodies

Typeface - wmthe50s

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Your bacon is better at playing fetch than your beloved golden retriever, Lucy.

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Language Exploration

Filet Mignon with a side of super bacteria Ribeye & Acid Rain Who needs The Amazon when I can have heart disease for $4.99/lb? American Cheese - it’s infused with puss ;)

“Since it takes 10 pounds of milk to make one pound of cheese, a pound of cheese can contain up to 7.5 billion pus cells. If your American cheese is sliced so that there are 16 slices to a pound, that single slice of American or Swiss can contain over 468 million pus cells” -justlivewell.com

“Many cheeses are made with rennet, an enzyme that comes from calves' stomach lining. ... Cheese—like all dairy products—contains pus from cows whose udders get bacterial infections when the cows are treated like milk machines by the dairy industry. Cheese is loaded with artery-clogging saturated fat and cholesterol”-peta.com

“Beef production is particularly harmful to the planet; it requires 160 times more land and produces 11 times more greenhouse gases than staple plant-based foods such as potatoes, wheat, and rice. For every kilogram of beef produced, the equivalent of 36 kilograms of CO2 is released into the atmosphere” -livekindly.co

“[Cattle ranching has] become the single biggest driver of the Amazon’s deforestation, causing about 80 percent of it, according to the Yale School of Forestry & Environmental Studies. The ecological devastation is done in the service of the surging demand for beef” - Ingraham, C., The Washington Post,

“Livestock farming has a vast environmental footprint. It contributes to land and water degradation, biodiversity loss, acid rain, coral reef degeneration and deforestation”-theconversation.org

“If we accept, as many people do, that animals are sentient creatures whose needs and interests matter, then we should ensure these needs and interests are at least minimally met and that we do not cause them to suffer unnecessarily.

Industrial livestock farming falls well short of this minimal standard. Most meat, dairy and eggs are produced in ways that largely or completely ignore animal welfare – failing to provide sufficient space to move around, contact with other animals, and access to the outdoors.

In short, industrial farming causes animals to suffer without good justification” -theconversation.org

“At the production level, industrial livestock farming relies heavily on antibiotic use to accelerate weight gain and control infection – in the US, 80% of all antibiotics are consumed by the livestock industry.

This contributes to the growing public health problem of antibiotic resistance. Already, more than 23,000 people are estimated to die every year in the US alone from resistant bacteria. As this figure continues to rise, it becomes hard to overstate the threat of this emerging crisis” -theconversation.org

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Dingbat Exploration 

I found a few fonts/dingbats that fit the vibe I am going for. I pulled a few that I think will really resonate.

I am leaning towards the less detailed illustrations. 

Fonts from DaFont Retrodings & Retro People Regular

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Exploring Aesthetics 5

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Exploring Aesthetics 4

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Exploring Aesthetics 3

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Exploring Aesthetics 2

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Exploring Aesthetics 1

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A Movement

Stencils for tagging / t-shirts

Stickers

Posters

Digital Experience / Space 

Opportunities to share the movement and provoke intrigue Provides edge to a cause rooted in empathy 

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Nuclear Digest

Nuclear Family

Nuclear Power

Digest, as in information

Digest, as in the digestion of food 

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These Guys 

Different illustration styles similar aesthetic

That clean-cut guy who has something to say and you’re going to listen His wit and charm are comforting & familiar so you don’t question what he has to say

He’s trustworthy. He has The Bundy Effect 

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Thinking

So I am thinking. This whole underground, grunge twist on this “Vegan” movement with illustration styles of the 50s and baggage that comes with it is so hardcore. It says F U to an industry rooted in “American” culture by taking typefaces, illustrations, and photographs from the classic American decade (50s) and using it to reveal their corrupt ways and go against what they’ve been preaching. They, being the government, that backs big dairy, for example, for $$$ and tells us to drink milk “so our bones don’t crumble” when in reality it is an exploitation of animals, us, the earth, and small local farmers & businesses, all to fill their wallets. Man. That is loaded.  

For me. If you’re gonna drink milk. Which I do not advise. At least buy it locally. Learn about the treatment of the cows who provide FOR YOU without choice.  Same with cheese, eggs, and meat. Again, not advising it, but if you’re going to. Do it organically. Support families. Be mindful.