Final Outcome

Overall the final outcome answered the brief as the designs followed in the footsteps of veganuary and became an intervention to sustainable consumerism. Although taking a different approach to veagnuary by offering meat alongside the plant based products, it was just more to give the consumer choice and inform them of the product following the information deficit model which believes that if people were better informed then they would change their behaviour. I am trying to inform the decision of the consumer but also to persuade as I am using the Planned behaviour theory portray the plant based product in the same light as the meat so it doesn't seem like a big change to try it and once they try it they will be more informed, so both theories are working in tandem as well as the products. The branding I have created is social, transparent and accessible, it is clear in communicating what it is, while not segregating newer audiences with imagery and colours. The colours and patterns I have used are neutral within the market breaking down stereotypes and misconceptions about vegan products making it more plausible for people to try it. While still subtlety using design tactics that of meat using large, bold typefaces drawing in the masculine demographic, but finding the right balance so it is applicable to all.

One of the main issues I faced was within the imagery and the colours I used, they changed many times throughout, as when asking people if they thought it would segregate or put off certain consumers. This I did not want because the reason for this campaign was to target meat eaters who have never tried plant based to give it a go (promoting flexiterianism), I wanted a plant based and meat product under the same brand and campaign with similar branding, with slight differences and considerations to highlight the product so that people could try the plant based and learn about it making their future purchases more informed. The final colours I chose were black bold font(barrio Veganuary font) for the type with inspiration from Wicked Kitchen and Beyond meat who both do this and then using a soft tan orange and knocking the opacity down for the background to give it calmer, neutral background like the vegan brands I previously researched. The slogan boards I built alongside the products also proved to be affective because It helped encouraged people to give it a go and it's okay if you fail as long as you're giving it a go 'Bad Vegan Does Good' because it is really hard to break peoples consumption habits especially within the meat and diary sector as people have been brought up with it and it is ingrained into our everyday lives.

In conclusion the final outcome worked a cohesive whole being open and accessible to mass audiences allowing the plant base trend to grow, reducing meat intake pushing towards more sustainable consumptions habits.