In terms of developments I took forward the veganuary font as I was using the same theories veganuary uses to draw people in so it seemed best suited. While also using the normal Heck logo alongside it. I also chose the sausage illustration pattern as it was the most neutral imagery I could find that would not put anyone off when buying the product.
I began to experiment with colour and layouts to see which best worked in suiting both products while still differentiating them enough, still keeping to the lenient vegauary campaign (more geared towards flexiterianism). Developing the colours It became that to take elements of typical branding strategies from both meat and plant based products as it will take interests and suit both demographics. So used a thicker stoke, large typeface set on to a softer background. While having the sausage illustration in the back was a middle ground in terms of imagery as this would not offend or put anyone off anyone. I played around with composition to see which one best portrayed my campaign. Figure one the type was too large and too similar to the original branding of heck for my liking, I placed the logotype on the side, it just didn’t stand out enough, it was from one extreme to the other and being on the side there was to much negative space and the rest on the information looked off .
The design I felt best reflected my campaign was the circle logotype as It communicated the brand while not being too in your face and kept in with the veganuary theme thought he typeface, the other typefaces I used were chalet thin and bold also used by veganuary as body type. In figure 1 top left shows the final colour I chose which is F6A310 however I knocked the opacity down to 30% so the product information was a clear as possible, once again a decision informed by information deficit model.
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