Safe and respectful nutrition support for women who choose to live and eat vegan during pregnancy.

Client.
The Compassionate Vegan

Scope.
Visual Identity

The Compassionate Vegan is driven to help stop the stigma and judgment surrounding vegan pregnancies. The company was born out of a holistic nutritionist's desire to provide respectful and safe nutrition support to women who choose to eat vegan during pregnancy. With custom designed coaching programs, clients can be sure they meet their nutritional requirements at each trimester for a healthy pregnancy. The company also designs ethical and cruelty free clothing as a fundraising initiative, with proceeds donated to various animal related charities.

The design brief for this identity had a specific request: the logo had to be text-based and enclosed within a circle. Luckily, a circle is the perfect subtle nod to a growing pregnant belly. Custom type was created for the wordmark, which was designed to be flexible and standalone or be paired with the circle and tagline. A monogram submark was developed to address responsive needs. The company balances compassionate and non-judgmental values with a radical brand ethos, represented by the spirited bright red colour in the otherwise neutral palette.

+ Project Details

Red submark for The Compassionate Vegan, with a small letter 'v' within a larger letter 'c' and an asterisk centered in the gap of the 'c'.

Slide

Mobile screen, featuring a pregnant women with bright red lipstick, holding her hand in front of her face, splitting her fingers for her eyes to peek through.

Slide

Mobile screen, featuring a pregnant women wearing a white shirt, looking down loving while embracing her bump, underneath a red band that says 'What we do.'

Slide

Mobile screen, with red band at the top that says 'How it works', followed by a visual text list of program components, such as 'Personal goals.'

Red submark for The Compassionate Vegan, with a small letter 'v' within a larger letter 'c' and an asterisk centered in the gap of the 'c', above the tagline 'Eat, Live, Respect.'

Slide

A folded light grey crewneck sweatshirt with text 'Compassionate' on the front, with a dark grey clothing tag resting on the shirt.

Slide

A folded red crewneck sweatshirt with text 'Eat, Live, Respect' stacked on the front, with a beige clothing tag resting on the shirt.

The Compassionate Vegan colour palette, with red, white, medium grey, and dark grey circle swatches side-by-side and stacked.

A pregnant women with bright red lipstick, holding her hand in front of her face, splitting her fingers for her eyes to peek through.