Developed Initial Ideas

These are the first designs I drew up based around my ideas, I wanted to keep it true to the orginal design with some considerations and twists the gear it towards a more diverse demographic, But I feel these ones did not break away enough from the original heck and it wouldnt be no different in the eyes of the consumer. I needed to find the right balance in keeping in with brand while poratraying it in a new light.

Initially I didn’t want to steer to far away from he original Heck branding as it was already colourful and contemporary, unlike your ordinary meat brand, which is the reason I chose it in the first place. The first initial Idea I had was (see figure1) to keep it simple to the original branding but with a few considerations and changes to promote the plant based and veganuary aspect. I used the original Heck logo with a few minor changes in style and colour using the Barrio font which is used by veganuary and I sampled the colours from a swatch made based around veganuary. I then began to play around with Barrio more as it made the products become more of a stand alone campaign for something different rather than just and extension of Heck. As the plant based sausages were made from beetroot I created an illustrated background to portray the product. However when I took this into crits people said that it makes it less accessible and desirable to someone who has a meat based diet and they are less likely to pick it up off the shelf, if it has this type of imagery on it. I wanted to incorporate another theory from Veganuary’s approach which is the Information deficit model which is the assumption that if people were better informed then they would change their behaviour,  It has been emphasized in many studies that it is crucial that consumers have the availability of information regarding sustainable consumption in order to ensure they have power to change to their behaviour. So I wanted to the product information at the forefront and clear but put  across in way that also follows 

Planned behaviour theory as well. Branding a pant based product alongside the meat product as it would seem to be more in the comfort zone of the meat eater and that it is not that much of a jump for them to try it because they branded and packaged similar, alongside meat will lead to more people trying it out, because you are being informed that it similar bracket to meat just more ethical giving you many reasons to try it. This is an intervention to sustainable consumption.